Daqing Oilfield Chemical Group Customer Relationship Management Research

As the world information software technology and the rapid development of networktechnology, chemical industry rapid development also expanded, the domestic market forchemical products of the increasing demand, this not only said that contains a good potentialbusiness opportunity of the market, and this also for China’s chemical industry to develop in thedirection of further provide the opportunity. But our country chemical enterprise in customerrelationship management ability and the level is developed countries also has the very bigdisparity, this causes our country chemical enterprise in the customer resources consolidation anddevelopment problems, seriously hindered the development of the chemical enterprise.In this paper, the present situation of China’s chemical industry research and analysis, andbased on this application related sales customer relationship management theory andmanagement knowledge, the daqing petrochemical group customer relationship managementsituation, combined with the characteristics of the chemical industry the customer relationshipmanagement of the existing problems, in order to put forward a more reasonable system moreSuggestions and strategies to solve the industry customer relationship managementproblems.Based on the theory of consumer relationship management, through concludingchemical enterprises’ general situation of consumer relationship management, the paper analysesthe outside macro-environment of enterprise consumer relationship management, industryfundamental completing situation and enterprise&market chances via PEST Analysis, MichaelPorter’s Five Forces Model and SWOT Analysis. Furthermore it analyses the managementsituation of internal organization.The paper reveals several questions of Daqing petrochemicalenterprise’s customer relationship management, as follows:(1) can’t balance the lifecycle ofcustomer relationship;(2) it’s weak to implement and harmonize the work for organizationstructure. While it exposes a series of underlying problems, such as enterprise managementconcepts backward, technology application deficiency, department coordination weakly,information collection system badly and lack of enterprise culture.In order to resolve thequestions as above, the paper comes up with corresponding Suggestions. In the customerrelationship management strategy level, the enterprise should enhance the ability of adaptingexternal environment, carry out the essence of customer relationship management truly andpromote the enterprise and customer’s efficient communication; In the customer relationshipmanagement tactics level, the enterprise should have a research on customer relationshiplifecycle and its’ characteristics scientifically, make concrete strategy towards differentcustomers according its customer relationship lifecycle which including strengthen relationsformative years development, relationship between the stationary phase and the development anddeepening relationship recessionary slow, maintenance and motivation, etc; In the operation level,the enterprise should strengthen the adaptability of organization structure on customerrelationship management, build internal communication and coordination mechanism, formulateincentive measures to stimulate activity.