SPN Company Gas Station Customer Relationship Management Strategy Research

Since 2014, the international crude oil market by reason of geopolitics, and supply and demand, from the highest around ＄110 a barrel have fallen to about ＄50 a barrel, the current domestic refined oil market fall in demand due to factors such as economic growth is slowing.Especially in the national development and reform commission (NDRC) 11 consecutive cut after the pump price, refined oil enterprise faced with unprecedented difficulties.N area of SPN company how to adapt to the environment and competition situation deteriorating the new normal is a problem worthy of each operator to think seriously about.The purpose of this study was:from the perspective of the SPN market core competitiveness-gas station business, analysis of the defects in the company in customer relationship management and problems, working for the company to strengthen the gas station customer relationship management the author’s Suggestions and countermeasures are given.Hope I can help SPN company to improve customer satisfaction and loyalty, finally achieve the goal of increasing market share.First of all, on the analysis of present situation after the SPN gas station customer relationship management (CRM), points out the SPN company at a gas station in the empirical way with some problems in customer relationship management;Secondly, draw lessons from international marketing success in customer relationship management concept-IDIC model, on the problems existing in the SPN company one by one on the analysis, and further points out the problems in the theory and method of deviation;Finally, based on the above analysis, the author from the customer to identify, distinguish the four stages, customer interaction, customer customization strategy and implementation Suggestions are given respectively.The author thinks that, the evolution of the competition is not the enterprise can control and change, companies can do is to constantly improve the quality of products and services at the same time, from the level of management and marketing ability and improve the competitive power of itself.Hope that through to SPN company tentatively explores and the research case, can give a refined petroleum products sales and trading enterprises to provide some useful help and reference.Are also looking for this case to make refined oil retail enterprise customer relationship management (CRM) subject to give more attention and more depth.