Customer Relationship Management And Recycling The Chalco Marketing Business Processes

Successful Customer Relationship Management (CRM) is the significant source for enterprises to achieve the competition advantage. However, ineffective implementation of the CRM has become a prevalent phenomenon in the applications worldwide. This dissertation analyzes the factors that influence the CRM implementation effect, and discovers that business process problem plays a key role resulting in this phenomenon. Business Process Re-engineering (BPR) is brought up in the CRM environment, according to the analysis of integrating the CRM and business process and research on the requirements of business process by CRM itself. Several basic concepts are put forward to integrate the marketing business process in Aluminum Corporation of China(ACH) under the CRM environment from theoretical and empirical aspects.Based on the in-depth knowledge of ACH's business context and information construction, this dissertation gives comprehensive and systematic analysis on the present status and development trend of CRM, and provides the case studies of XinAo Gas, FAW-VW and SVA-NEC, then analyzes the current stage and future development of nonferrous metals industry. Combining the business and IT system's existing condition analysis of ACH, this paper proposes the overall objective of ACH's CRM system construction. Taking customer management and sales analysis as paramount, and recording different kinds of information from sales activities and customers, it will build a CRM platform to offer fast, accurate and friendly sales service for costumers, and to offer convenient, effective and prompt information support for intra-company sales force, and also to offer market decision-making support for the company by statistically analyzing the sales activities, customers' information and transaction data. Meanwhile, powerful technology support will be provided by establishing a unitive CRM system and regulating the marketing channel of subsidiaries.The main innovations of this paper are: ACH's demand for CRM system is analyzed from different angles; expresses that the business process problem is the important factor to influence CRM effect, and then proposes ACH's business process integration under CRM circumstance; analyzes the integration of CRM and business process problem from their relationship and the necessity and feasibility of their integration; the ACH's CRM implanting principle, strategies and tactics are suggested by combing the ACH's developing strategy.The conclusion of this paper is: the purpose of CRM is to improve customer service, upgrade customer satisfaction and ensure customer retention through the combination of business process and technology integration. However, at present, people always consider the application of CRM though the points of strategy, human resource and technology but disregard the optimization of business process. Consequently, the business process problem becomes a key factor which influencing operations management to gain low achievements. On the other hand, after the pre-integration of business process, ACH will build complete CRM system, optimize the management of sales process, improve the analytical ability and the service quality of corporate customer, increase up the competition of enterprise when carrying SAP CRM system. The foundation of information is provided for ACH to became a international mining company.