Research On Customer Relationship Management Shenyang BMW Brilliance

At present, customer relationship management(CRM) is an important management mechanism increasingly into the public eye, mainly used in the company sales and after-sales service industry need to communicate with customers, such as to improve the good relationship between customers and the company’s management system. In current automobile production and sales in the industry, the present situation of the globalization market competition, and excessive, the competition between auto enterprise, has been transformed from "product oriented" to "customer oriented" competition. Companies use the management system is needed for market competition. Customer relationship management system(CRM), have the effect that improve enterprise overall strength. This kind of system on the one hand, on the customer service to improve quality, and enhance customer satisfaction, cultivate customer loyalty; Merged on the other hand from the foreground to the background of all the work application system, through improve the systematic work mechanism, improve the operation efficiency of whole enterprise, promote management ability. At the same time, through the whole process control, reduce the company’s operation and management of the cost.Based on the above research background, this article selects the high-end brand in Shenyang brilliance BMW as the research object, carries on the detailed investigation, analysis of customer relationship management(CRM) system to form a section of brilliance BMW, process, etc., exploring in customer relationship management system in the automotive industry experience in construction method and the implementation plan, to car companies to form the system to provide certain reference and reference.This article is divided into five chapters to Shenyang brilliance BMW to delve into The company’s customer relationship management(CRM). The first chapter introduces the research background and significance, research status at home and abroad, research methods, etc. The second chapter expounds environment analysis of Shenyang brilliance BMW to introduce CRM. The third chapter mainly analyzes the brilliance BMW customer relationship management process design, the fourth chapter mainly elaborates Shenyang brilliance BMW enterprise in customer relationship management, analysis of the optimization measure and the final chapter in detail analysis of the implementation and success factors. Finally summarized and prospect.