Pioneer Ford The 4s Station Crm Research

With the transition from seller' s market to buyer' s market in China, and greater abundance in products and services, especially the rapid development of information tools and channels, customers have greater options towards products and services, their choosing abilities are being enhanced. So how to grasp customers' needs and respond to them quickly becomes the focus of competition among enterprises. Enterprises need to optimize their profits by reaching the optimization of their relationships with customers. The implementation of Customer Relationship Management is the best approach to achieve the objective.Through the study on customer' s relation management theory, this text has explained the origin, taken shape and developing of CRM theory. According to the development course of Pioneer Company, it also analyzes influence and impact of the market environment to the pioneer ford 4S station and the importance and urgency of implementing customer relationship management in the pioneer ford 4S station.By using model method, the combination of theory analysis and practice, the means of literature summarization and computer search, basing on the great document and meaterial reading, ansysing and summarizing, the writer made her research and conclusion. at the same time, Chart and forms are used to demonstrate relevant issues.The key points of the dissertation are systematic analysis pioneer ford 4S station CRM' s current situation and existing problem. In theory, this text has summarized the concept of CRM theory and all kinds of definition. On the aspect of pioneer ford 4S station CRM application study, the dissertation analyzes and summarizes the factors of implementing CRM, Correspondingly, puts forward countermeasure. After implementing CRM in pioneer ford 4S station, the process of sales & marketing, customer support and service are roughly designed, The CRM structure of pioneer ford 4S station is formed. Finally, the implementing CRM scheme proposing has been put forward in pioneer ford 4S station.Here is the conclusion of the research of this thesis: A, based on the analization of factors influencing CRM application, corresponding measures are taken as follows: (1) enhancing awareness and skill training, setting up rational system to ensure the collection of customer information. (2)adapting workingprocedures and organization . (3) According to the actual conditions of enterprises buy some function software (such as call center) to mend the original information system . B, the five steps for carrying out CRM: first, CRM idea moulds and strategical readjustment. Secondly, perfect customer' s management organization. Thirdly, allocating good CRM team. Fourthly, adjusting the operation mechanism inside enterprises. Fifthly, implementing customer' s relation to manage stage by stage.