Research On Customer Relationship Management Of Tobacco Enterprises In China

Customer relationship management is a kind of management idea and method, in twentieth Century 70 the end and continue to improve. Customer relationship management based on information technology as a means, through scientific and reasonable work flow optimization, carries on the analysis to the customer, improve customer service, meet the personalized needs of customers, improve customer satisfaction and loyalty, to strengthen the relationship between enterprises and customers as the goal. At present, the customer relationship management has been successful in Chinese financial, telecommunications, aviation, manufacturing and other industries has been gradually popularized and applied. China’s monopoly industry is a special enterprise group, the implementation of unified leadership, the implementation of vertical management, monopoly franchise management system has distinct features. But with the Chinese reform development and market process unceasingly thorough, the core competitiveness of China’s monopoly enterprises began to become weak, self sustainable development ability decline, customer satisfaction low, problems. Thus it can be seen, the maintenance of monopoly enterprise customer relationship compared with the general enterprises, more urgent, because of monopoly enterprise customers is relatively stable, if not good maintenance, will for the development of enterprises greater negative affect longevity.Therefore, customer relationship management applied to the work of China’s monopoly enterprises, analysis of the implementation of customer relationship management of the monopoly enterprises, is the inevitable choice to achieve sustainable development of the monopoly enterprises.In this paper, taking the typical representative of Chinese monopoly enterprises, tobacco enterprise as an example. Based on the theoretical analysis of the evolution of marketing and customer relationship management thought, think in the drive current personalized customer demand, customer relationship management is the enterprise of tobacco enterprises monopoly to adapt the development of market economy, improve customer satisfaction and loyalty, the only way to maintain a consistent marketing theories and the enterprise’s long-term development of effective coordination. Secondly, this paper analyzes the status and problems of Chinese tobacco enterprises at present, significance and effects of customer relationship management in tobacco enterprises are systematically analyzed, introduced the current development of customer relationship management in tobacco enterprises at present, expounds the inevitability and necessity of customer relationship management in tobacco enterprises. Then, this paper analyses the characteristics of tobacco enterprises in the consumer market, analyzed the current situation, found problems in application of customer relationship management in tobacco enterprises. In terms of methodology, this paper adopts the method of combining theory with practice, advanced the theory of customer relationship management based on customer relationship management system as a guide, a comprehensive analysis of tobacco enterprises. Respectively from two aspects of tobacco enterprise how consumer retail customers, customer relationship management system construction expansion analysis. The suggestions for further operation is proposed for the effective implementation of customer relationship management in tobacco enterprises. This is to improve the tobacco enterprise customer satisfaction and loyalty, improve the core competitiveness of the tobacco enterprise can provide powerful help.