Strategies For Customer Relationship Management Of Guanzhou Lionzone Medical Equipment Company In B2B Context

Academic study, practice survey, data analysis are the main research methods of this paper. I take Guangzhou Lionzone Medical Equipment Company as an example, describe the current situations of Customer Relationship Management in Medium-sized and Small Entreprenuerial Enterprise, find out the problems they face.Then the paper combines the academic study with the practice of CRM of Medium-sized and Small Entreprenuerial Enterprise in B2B context. According to the Best Practice Framework of CRM provided by Forrester Company, the paper gives specific suggestions to Medium-sized and Small Entreprenuerial Enterprise from strategy, process, technology and people four aspects.The paper includes five parts: introduction; academic statement; customer relationship management in Guangzhou Lionzone Medical Equipment Company; customer relationship management of Medium-sized and Small Entreprenuerial Enterprise in B2B context; conclusion.The concusion of the paper is that Medium-sized and small entreprenuerial enterprise in B2B context should put CRM on a strategic level, and take advantage of inetnet , information technology and Web 2.0 technology to enhance brand image , and customer loyalty, thus gains sustainable competitive advantages.The initiantion of the paper is proposal of virtual sales manager platform, and Web 2.0 elements, like weblog, newsfeed, avatar, and podcast's usage in CRM. Therefore, push Medium-sized and small entreprenuerial enterprise in B2B context to establish good relationship with potential and current customer, delivery superior customer value, increase customer satisfaction and in turn to increase customer loyalty and reach win-win relationship between customer and Medium-sized and small entreprenuerial enterprise in B2B context.