The Customer Relationship Management Research Of RD Infiniti Auto 4S Shop

In recent years,the sustained growth of the national economy to highlight the domestic demand for the use of strong cars,Infiniti as a luxury car brand,since 2007 to enter the Chinese market,outstanding performance.At present,in the domestic automobile industry more mature stage,the development of 4S shop customer relationship management,from the root cause of customer service work,can effectively improve the core competitiveness of 4S shop,is the domestic 4S shop long-term stable development of the fundamental initiatives.RD Infiniti 4S shop as the Infiniti National CRM model shop,in recent years,actively participate in the exploration of customer relationship management for the development of automotive 4S shop,and achieved some success.Based on the theory of customer relationship management,customer life cycle theory,customer asset management theozy and customer lifetime value theory,this paper uses the literature research method to sort out the research results of customer relationship management of 4S shop in RD Infiniti 4S shop,Lay the foundation for this study.Using interviews,and customer relationship management related person in charge of interviews,summed up the current RD Infmiti customer relationship management issues,and the relevant analysis of the problem to explore ways to solve the problem.Using the questionnaire survey from the customer relationship management of the three aspects of the customer's pre-sale,sale,sale and after three stages of investigation,diagnosis of customer relationship management problems.The improvement strategy of RD Infiniti customer relationship management is put forward from the aspects of customer classification,the use of sales funnel,internal training system,micro service plan,circle marketing and membership card business.To promote the RD Infiniti 4S shop customer relationship management work to provide some ideas and help.