Study On The Value Of And Tactics For Customer Relation Management In Brand Propagation

With the development of market economy, brand building has become the key to an enterprise’s playing a leading role in the market; the traditional marketing mode no longer meets the requirements of the rapid developing market environment; customers instead of products have gradually become the core of competition among enterprises due to a soft market. Therefore, customer relation management (CRM), which is a concept of customer-oriented marketing management, deems that customers are the most important assets of an enterprise. CRM provides an all-dimensional management perspective for a brand, improves the communication between the brand and customers to the maximum, and establishes the customers’ loyalty to the brand. Studying the relation between CRM and branding from the propagation perspective has a guiding significance for the information exchange between a brand and customers and the robust operation of brand propagation.The evolution of brand connotation and the analysis of brand development reveal that customers have gradually become a leading factor impacting brand propagation in the market from the previous passive role. GAC Fiat is taken as an instance to study the impact of CRM on the establishment of the brand value and propagation system.During value establishment of a brand, the setup of the relation between customers and the brand requires various propagation channels and means.Under the background of the Internet, knowledge economy, and high technology, the channels and means of brand propagation become more duplexing. The brand receives, feeds back, and meets the customers’requirements to achieve customer requirement orientation and build the customers’ brand recognition and brand loyalty. The study deems that in the CRM-based duplexing brand propagation system, customer requirement orientation should be achieved in terms of contents and channels; i.e., the duplexing propagation paths under the new-media environment should be widely used to timely transfer the information that the customers are interested in and require and thus to build a strategy for CRM-based systematic duplexing brand propagation. In all, the analysis of the current status of CRM-based brand propagation provides a rational recommendation for the current CRM utilization of the automobile industry in the course of brand propagation and proposes a foresight forecast of the development trend of CRM. The study of the CRM application in brand propagation from the propagation perspective is a brand-new try. We hope that the preceding strategy and recommendations provide a feasible proposal on CRM application in brand propagation for automobile enterprises represented by GAC Fiat.