Customer Relationship Management Of South-China Company Of CSCL

Since the success of China’s accession to the WTO in Y2001, the EconomicGlobalization advancing and extroversion economy grows flourishingly make China ForeignTrade Container Transportation Market boom up rapidly. Southern China area, because of itsadjacent to Hong Kong and Macao ’s geographical advantage, feeder network port groupadvantage and main ports hinterland of radiation world factory support advantage, generatedrich cargo source, and gradually grow into the global super shipping center which becomesthe competition market for the global liner companies.However, after the2008financial crisis, the advanced economies demand slow down,but the world’s top liner companies investment to super-size container ship keep acceleratingwhich makes the global capacity continues to expand, industry concentration further promote,and the market volatility increases speed. Relying on the " China factor", China ShippingContainer Transportation Company Limited (referred to as the CSCL) who seizes the strategicdevelopment opportunity period of rapidly growing even in the Southern China area is alsofacing a slowdown because of various reason such as complex customer relationship, theinsufficient relationship management, unbalance marketing resource allocation, the highcustomer loss rate, the low sales productivity, the high cost for customer development andmaintenance, and decline in the competitiveness.Based on CSCL Southern China company as the research object, this article whichmakes the comprehensive use of strategic management, marketing, customer relationshipmanagement theories and relative analysis methods and tools, interprets the Southern Chinainternational container liner transport market under the new situation and the attendantchanges; the internal and external business environment which Southern China companymust face; the present situation and the existing question when they are developing customerrelationship management and then it puts forward the Optimization Research on customerrelationship management scheme.The introduction part of said article firstly describes the relative theory, research andindustry application status of customer relationship management. The first part, text body isreviewed in the ten years development of Southern China Company who relies on CSCL inSouth China area, which focuses on current situation and the existing problems of thecompany customer relationship management. The second part, is through the analysis of thenew change appeared in the current international container liner transport market and thetendency of the market judgment, to interpret the Southern China regional market environment in the present stage. Besides, it apply SWOT to analyzes the competitivebusiness environment that Southern China company in the regional market is facing now andpoints out under such new situation, the company marketing strategy must change in thesituation changes and it is imperative to improve the relationship management mechanismbetween the liner and customers. Finally, it apply customer relationship management andmarketing management theory, from various aspects such as the concept adjustment,organization adjustment, customer classification and evaluation, relationship maintenancestrategy, the customer relationship corporatization, Key account policy, KPI incentiveprogram and the implementation of CRM, to put forward the suggestion and relativemeasures to optimize customer relationship management of company.