Research On Customer Relationship Management Of Xianghe Wood Industry Co.

Wood Industry Co., Ltd. Shandong Zhucheng harmony to produce a curved wood-based furniture Furniture Manufacturing Co., Ltd.. The company was set up in 1990 to start from the domestic trade through the operation of the past five years, a gradual transition into export-oriented foreign trade sales channels. Company in 1995 and establishment of diplomatic relations between IKEA of Sweden, IKEA has been the quality management system certification, and comprehensively improve the management capacity of harmony with the wood production process, formally incorporated into the IKEA global procurement system to top the domestic industry, wood bending leading position. Since 1995, rapid-paced, high-frequency wood bending presses from 5 to 20 units, carpentry equipment and to introduce Taiwan's Ma machinery,Automatically increased by a four spray. Co-operation with IKEA for 10 years in 2000 to IKEA harmony of wood exports reached RMB 70 million in annual sales, exclusive production of 24 kinds of IKEA sells its products worldwide. Co-operation in 10 years, the only peaceful wood IKEA customers in Sweden, but because of price and quality standards, etc. The two sides disagree, since 2003 the volume of orders by speed and putting a halt to cooperation in 2004.With the termination of cooperation, harmony wood a total loss of nearly RMB 10 million, which resulted in a fatal blow. In September 2004 to open up sales channels, the beginning of a period of ice-breaking trip. This co-operation from the experience of failure can be seen that the operation of the drawbacks of wood and harmony in the customer management, this is also the company's future business activities need to focus on areas for improvement.The purpose of this paper is through peaceful Wood Industry Co., Ltd. Analysis of the industry, combined with relevant management theory, with a view to the future of the peaceful wood aspects of customer relationship management strategy and to propose practical measures to deal with research, in order to encourage enterprises to the future the overall implementation of the strategy to achieve business objectives.In this paper, to take to take a combination of qualitative and quantitative analytical methods. First of all, the main theory on the basis of, inter alia, customer definition, the definition of customer relationship management and related Theory; Secondly, in the theoretical analysis based on the use of factor analysis and model modified SWOT analysis of the status of business and come to countermeasures strategy:...