| In the second half of2008, accelerate the transmission of the financial crisis to the realeconomy, the global economy is likely to face in the future for a long period of low growth oreven negative growth, and the global shipping industry has gone into a land depression. So far,the financial crisis impact on the shipping industry is gradually emerging, shipping enterprisedevelopment difficult. Shipping company cannot continue to expand import and exportbusiness which suffered a decline in market share, customer satisfaction, profit, and so on. Afew years ago the shipping industry still experiences a nevertheless excellent developmentopportunity of the Decade. But on the contrast, now this sudden setback seems highlydramatic. All countries of the world have paid extremely high attention to the crisis in themaritime industry-wide, especially to the future development of the gravity of the situationwhich reflects the depth of crisis on setbacks in the shipping industry. On the otherside theeffects of rising costs, such as fuel, labor have make majority of shipping companies sufferedlosses, while the greatest excess capacity caused price volatility which made worse for theshipping industry. Everything has two sides, each shipping company are facing bothdangerous and opportunity. Shipping market has characteristics of the cyclical fluctuations. Asuccessful company should have the ability to deal with crises of market and occupies a goodposition in the fierce competition.This paper carries on a discussion of M shipping company booking business.Afer a thoroughanalysis of the M shipping company’s characteristics, this article introduced CRM-customerrelationship management theories and provide a detail plan for it’s implementation. Firstly,writer wants to bring CRM strategies according to M-shipping Company’s booking businessstatus and existing problems in the process. By using the ASME method analize originalbooking procedure, so as to establish standardized booking platforms and optimize theorganization structure. Secondly, strengthen information construction of shipping companies,increase the speed of booking confirmation issue and develop emergency responseprogrammes.Third,the company creats a customer oriented culture;Finally,by using analytichierarchy process to confirm the new weight of customer satisfication,speed of bookingconfirmation.To improve the level of customer satisfication this paper simply introducedcontents of quality management which increase the ratio of customer satisfaction. |
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