A Study On Customer Relationship Management Of Ideal Zipper Company

With the development of productivity in recent years, the commodity market has transformed from the "seller's market" to the "buyer's market." And attention of companies has also been diverted from "product-orientation" to "market-orientation", eventually coming to the final transition to the "customer-oriented." For a company, the acquisition of customers is only the first step of customer relationship management(CRM). Suppose that the company fail to effectively maintain relationships with customers, then the acquired customers will still drain, as a result, it would still cost those companies quite a lot to locate and gain new customers. Therefore, customer relationship management(CRM) directly determines the profits earned by companies. Then how to deal with the relationship between the companies and their customers, how to improve customer relationship management(CRM), how to enhance customer satisfaction and loyalty, how to reduce customer churn, and how to better customer care remain the issues needed resolution as soon as possible.This paper, in terms of customer relationship management(CRM), proposes a new perspective for the innovation of the management mechanism applied in companies. With the management mentality of "customer-oriented" deepening into all links of company marketing activities, it will work for the realization of win-win system for both customers and companies, by means of actually effective facilitation of customer satisfaction and loyalty.In this paper, Ideal zipper company is studied as the research object, integrated with relevant theories of customer relationship management(CRM), through the study on the current situation and the present problems of the company, and then some measures for improvement which are easy to operate are to be proposed. In this way, it is hoped that the customer relationship management(CRM) will be improved, the cost of exploring new customers and business trades will be reduced, both new and former customers will be attracted and maintained, and ultimately more benefits and profits will be brought to customers. Meantime, this paper is in the hope of bringing reference to some degree for the zipper industry in China.This paper is divided into six chapters. In the first chapter, it briefly introduces the background of the selected topic, the purpose and significance of the study. In the second chapter, categorization and review of a number of relevant theoretical documents will be presented in literature review, including reviews on definitions of customer relationship management(CRM), customer satisfaction and loyalty, customer relationship management(CRM) capability, studies on customer relationship management(CRM) and enterprise performance effect, customer value theory. The third chapter introduces the history of the development of Ideal company, analyzes the current industry environment, and reviews the current situation of the company's customer relationship management(CRM) by way of typical cases. In the forth chapter, analysis of case descriptions and the influence factors of customer relationship management(CRM) on enterprise performance will provide theoretical basis for implementation and suggestions in the next chapter. The fifth chapter will propose suggestions and strategies for systematically optimizing the customer relationship management(CRM) of companies from the aspects of companies' organization structure, human resources management, enterprise culture, customer relationship management(CRM) process. In the last part, the paper makes a conclusion and a summary of the paper, and points out the limitations and deficiencies of this study, and presents prospect for the follow-up studies...