The Research On The Customer Relationship Promotion Strategy In CRM System Of SINOPEC(Shanghai) Asphalt Sales Branch Company

With the fast development of China economy in the past few years, the Petrochemical products in the face of changing from a seller’s to a buyer’s market, SINOPEC (Shanghai) Asphalt Sales Branch Company as the petrochemical products integrated professional sale company. With the weakening of a dominant position in petrochemical products in the market, with the continuous expansion of the production capacity of the enterprises, the Market competition becomes increasingly fierce. The asphalt company as to undertake one of the most important steps in the production enterprise to the customer’s supply chain. Has s special historical mission to ensure the smooth flow of production posterior. Also the important task to create efficiency and reduce the loss of SINPPEC petrochemical segment, how we can be taking precaution, this requires us to service customer for the purpose of, maintain the relationship with customers, to form a strategic partnership with customers, build stable sale channels of the asphalt company..Asphalt company maintain the relationship with customer through the CRM system, communicate effectively with customer, provide the personalized service for each customer, enhance the customer satisfaction, and improve loyalty of customers. This thesis elaborates the customer relationship status base on the CRM system in the asphalt company, and the necessity of the customer relationship in the modern enterprise management, combined with my own experience in the SINOPEC (Shanghai) CRM system implement project., through enhancing the functionality of the CRM system, strengthen the sense of service to customer, improve the business skills of our sales staff, to reduce the changes of business personnel, to increase the loyalty of our customer, that ensure build a bidirectional earnings marketing network..