Research On Customer Relationship Management And Firms’ Brand Shaping

With the integrated trends of economy, culture and society，the firms are faced upwith fiercer and fiercer competition. What’s more, competition has been toughercompetition. Under such circumstance, the customers pay more attention on brandsespecially the famous brands. Firms’ good customer relationship management skills canbring great treasure and steady customers to firms. On the other hand, good customerrelationship can have positive effect on firms’ brand shaping. Based on these facts, firmsshow great passion for all kinds of marketing skills and management methods.Particularly, in business practice, customers’ satisfaction and loyalty should be builtthrough CRM.However, compared with those developed firms, China’s firm brands developedearlier than western firms, but brand shaping developed slower than those western firms.Firstly, firms in china do not have mature sense about brands shaping theory. Mostmanagement skills and theory are borrowed from western countries which are notsuitable for the China firms’ development. Secondly, the firms brand shaping methodsdepends mainly on ads. Despite the great investment in ad has stimulated the popularityof brands, firms’ management hasn’t been updated. The brands didn’t have sustainableeffect on customers. Thirdly, most firms neglected customer relationship management.Those Chinese firms are deeply affected by the economic shortage; they didn’t regardthe customers as the God. In the end, they neglected customers’ benefits and destroyedtheir brands.Nowadays, with the development of science, technology and equipment in China,the lag of production equipments haven’t been the main factor which affects thesustainable development. What bother the food industry are the lack of food safety andthe lack of the sense of promoting brand shaping. What’s more, food safety events arefilled with customers’ eyes of late years, which have had terrible effect on customers’faith in both brands and the firms. Under such bad circumstance, how to shape foodindustry’s brands and manage customer relationship have been of great significance forthe healthy development of food industry.This article makes deep research on the food safety problems in China and alsomakes a review of the inner and abroad research. The article tries to analyze food firms’’ safety problems in China, food firms. How to shape food brands and rebuilt the faith ofthe customers are of great importance for the sustainable and healthy development ofwhole food industry firms.The article consists of the following parts: first part is introduction. Introductionpart consists of the background, significance, trends and purpose.The second part is basic concepts and main theory. In this part, the article tells usthe relevant concepts and theory of brand shaping and customer relationshipmanagement.The third part tells us the relationship between CRM and brand shaping. Based onthe research, we conclude the misunderstanding on these two areas.The fourth part tells us the problems of the food industry in China.The fifth part tells us the advantage and opportunity of brand shaping and customerrelationship management.The sixth part gives us some suggestion about brand shaping and CRM for foodindustry firms.Both qualitative and quantitative methods are adopted in the research Literaturereview and case study are combined together to make the topic clear. Based on literaturereview, we conclude about the future trends, methods and structure of this article.Based on case study, we analyze the typical food safety events in recent years. Bythe analysis, we find the current situation of food firms and how firms respond to thebrand shaping problem and customer relationship management.The innovational points are as follows: in the brand shaping aspect, most currentresearches pay more attention on brand capital; besides, little research focus on theCRM and brand shaping. As for the research industry, most of the current study focuseson fast moving consumer goods Industry. Current research on food industry focusesmore on government and association aspects. Our research chooses best research point.However, limited to our ability, we can never do the research perfectly, ourconclusion may be biased. We will hold on our research later.