Study On The Customer Relationship Management Of S Enterprise

Since 1990 s, with the rapid development of service economy, many famous international enterprises have realized that customer relationship management(CRM)is a new way to facilitate the enterprise's development, learn about customers' demands and thus increase enterprises' revenue. Currently, there are a limited number of literatures about the CRM of specific industrial products enterprises. Modern industrial products enterprises are facing the practical problems that how to change transaction-oriented into customer-oriented and find out differentiated service competitiveness.Non-tire rubber(NTR) products are an important branch of rubber products, widely used in industry, agriculture, architecture, automobile, electronics, health care,aerospace, shipping and other field, and closely related to our daily life. The domestic rubber product market is extremely dynamic, and has a great demand for consumption and import. Rubber products exist anywhere with machines running.This paper takes S Company in the NTR product industry as the research object, and explores the current status and bottleneck of S Company's CRM from the service perspective. According to the multilayer track analysis and industrial analysis of NTR products, it finds out that this industry doesn't have its own products and customers' demands present a differentiated and personalized trend. Traditional marketing theories and practice show their limitations and should be replaced by a perfect service system. Based on the CRM value chain, 4C marketing theory, and Michael Porter's Five Forces, this paper analyzes the achievement and problems faced by S Company, and also proposes the improvement suggestions on CRM. It is necessary to have a quick response to customers' demands and keep important customers. And S Company should promote the lead engineering and finish the transformation from“providing service for customers” to “creating value for customers”.This paper points out several basic measures for the improvement of S Company's CRM in terms of strategies, business procedures, corporate culture, information technology and long-term CRM mechanism. All of these suggestions will have great significance on CRM improvement and CRM in specific industrial product enterprises.