Research Of Customer Information Service System In China’s Auto Enterprises

With China’s accession to the WTO and further opening of Chinese market, theinternational automobile industry have entered the market of our country, bringingmore employment opportunities as well as intense competition for market share andbigger pressure of our own automobile industry. Battle for customers among carenterprises is also increasingly fierce in China. Customers used to consider about thequality, style, service of the car, but now they have switched from the rational angleto the sensitive one. Customers care more about after-sales service and customerinformation service. Customer information service determines the degree ofcustomers’ satisfaction, while the customers’ satisfaction determines the profits andthe blueprint of enterprises. At present, core market of China’s auto industry ismoving from products to services and the core competitiveness is transferring to thecustomers."Customers as the core" will be the developing strategy of car enterprises.Whatever enterprises do is to serve customers and to strengthen the management ofcustomer information service. As a result, it’s an effective way to improveinternational competitiveness and to expand market of setting up customerrelationship management and customer information service system.This article aims to illustrate that the customer information service is animportant branch of customer relationship management (CRM), through theintroduction of the basic concept, content, and the characteristics of customerrelationship management and customer information services. The customerinformation service system is widely applied, especially for the automotive industry.The competition among automobile enterprises is increasingly fierce in China and thenecessity of developing information service in China’s automobile enterprisesbecomes clearer. This article aims to understand the needs of the customerinformation in our country through the analysis of the current situation and existing problems of information service.By analyzing the influencing factors of customer information service, we can setup a complete customer information service system, which contains the mode, thebasic framework and the content module, and offer suggestions on how to ensure thecustomer information service system operate smoothly. At the end of this dissertation,the practice and theory combine. Through the analysis of the present situation, theexisting problems of the customer relationship management of relative department ofFAW Volkswagen, we could draw a reasonable modification opinions of how tooperate customer information service system efficiently, that also means how toperfect the function of customer information service system under the protection ofcustomer relationship management (CRM), so as to provide reasonable suggestionsfor FAW Volkswagen to win in the severe market competition.