Research On Customer Relationship Management Of JH Company

With the development of economic globalization and the Internet technology,customer resources become the lifeline of enterprise development. With thedevelopment of information technology, business philosophy in company changedfrom " product-centric " to " customer-centric ". Customer relationship management(CRM) theory as a way of management to attract customers, retain customers andimprove customer satisfaction has become extra important to enterprises in the fiercemarket competition to remain competitive and achieve new development. CRM isvery necessary for those small and medium-sized foreign trade enterprises that relydeeply on client resources to survive and develop, also it has important practicalsignificance to study CRM in the application of small and medium-sized foreign tradeenterprises.In this article author studied a small and medium-sized foreign trade privatecompany named JH through the combination of theory and practice research. First ofall, elaborated theoretical knowledge of customer relationship management andfocused on the purpose and methods of customer segmentation, then made a detailedanalysis regarding CRM in the early period of Pure Futures trade and in the period ofdevelopment after the introduction of spot trading in JH company, pointed out theinadequacies at this stage in the CRM practice, according to the company’s currentsituation, work out a CRM system module which can effectively solve the currentpractical problems and improve the workflow, also the function of each module isdescribed in detail.After10years of development, JH company accumulated some practicalexperience in terms of customer relationship management applications and constantlyimproved in its daily business running, however there are obvious deficiencies incredit sales, decision-making due to application of deferred payment from customerand management of receivable account. In this thesis author established specializedCRM structure module to deal with these imperfect parts and provide systemic viablesolution for the practical problems currently existed based on maintaining thecompany’s current advantage in CRM, also is good for the company’s plan anddevelopment in future. It is the innovative point in the article.