The Study On The Customer Database Marketing Of FAW-Volkswagen

Database marketing originates in the United States. After 1990's, along with the development of information technology, the function of database marketing is increasing, which theoretical system and way of operation also are improved along with the development of marketing theory and the test of practice. Meanwhile, many marketers in the indirect selling field are using the database marketing ideas and technology. In order to meet the demand of competition in the 21st century, the American retailers and manufacturers need a strong marketing database to support their competitiveness. Thus, in the worldwide, the database marketing, this is as a form of marketing, is gradually favored by the enterprise managers and play an important role in maintaining customers and improving the sales. Research on the database marketing has grasped more and more attention of scholars.Faw-Volkswagen is an important auto manufactures in China plays a pivotal role in the development of automobile industry. In the fierce market competition today, how to improve the automaker Faw-Volkswagen marketing level and further strengthen the enterprise competitive advantage has become a big question which Faw-Volkswagen must face with.This paper summarizes the meaning, characteristics and functions of database marketing based on the basic theory of marketing. And in the light of the actual situation of automaker Faw-Volkswagen, it points out the realistic significance of the database marketing, and analyses the current situation and existing problems and its reasons of the Faw-Volkswagen database marketing. Finally, based on the study, the paper puts forward the main framework and the way to enhance the level of Faw-Volkswagen database marketing.This paper is divided into 5 chapters, the main content as follows:Chapter 1 is the introduction; this chapter introduces the background and the practical significance, and summarizes the marketing research papers about the database domestic and international. It introduces the research frame and main contents in the end.Chapter 2 is about theoretical basis, this chapter first introduced the concept and characteristic of database marketing. The database marketing is to understand the customer and consumer demand, desire and buying ability and so on which is by using data mining, screening and processing and series of database analysis technology to deal with the enterprise customers and consumers related information. Then it can formulate the rational marketing strategy in order to meet the consumer demand and provide the customer with perfect products and services. In the end, it achieves the goal of customers and the company's interest win-win. Database marketing has the characteristics of continuity, pertinent, efficiency and cycle. Subsequently, it analyzes the mode and major functions of the database marketing. The major functions of database marketing includes accurately-targeting, improving marketing efficiency,feedback customer information, forecasting marketing results, enhancing customer trust, accumulating loyal users, helping enterprises to choose the appropriate marketing media, strengthening the secretive competition, avoiding public confrontation, finding fresh opportunities, getting more benefit. Operation mode of database marketing undergo seven basic link which includes database established, data acquisition, data storage, data processing, looking for the ideal customer, using data and improving database.Chapter 3 is about the database marketing situation of Faw-Volkswagen. The chapter first introduces the meaning of database marketing, namely Faw-Volkswagen can gain enormous competitive advantage by implementing database marketing, and this has very important strategic significance. Secondly, it introduces the system of Faw-Volkswagen database marketing from four aspects of network construction, product positioning, price strategy and promotion strategy and analyzes the existing problems and reasons. Faw-Volkswagen has problems of five aspects in the process of database marketing: customer data are incomplete and only remain in the collection level, lacking the same platform with customer interaction, information not sharing, lack of satisfaction and the service level to be improved. With the market competition intensifies, enterprises should convert the mode from 4P to 4C, which concerned more about the customer's needs, purchase cost of satisfying, convenience and customer communication.Chapter 4 is about the scheme design of aw Volkswagen database marketing management. This paper gives automaker Faw-Volkswagen customer data arrangement plan from four aspects: strategic planning, organizational structure, and business process and information technology. Then it pots out the IT system upgrading scheme of automaker Faw-Volkswagen. In the end it gives the channel of database marketing of automaker Faw-Volkswagen.Chapter 5 is the way to enhance the Faw-Volkswagen database marketing level. This paper gives countermeasures to enhance the Faw-Volkswagen database marketing level, which includes four aspects: customer's activity management, the customer acquisition process management, the customer lifecycle management, customer loyalty management. All of these is to achieve the ultimate goal.