The Planning Of CRM System In Automobile Industry Under The Mobile Internet Environment

With the rapid development and popularity of mobile Internet and the increasing demand of customers,the competition in the automobile industry is becoming more and more fierce.How to obtain and retain customers becomes the focus of competition.In order to meet the diversified and personalized customer demand,the automobile manufacturing enterprises have changed the mode of production,from the traditional BTS(Build To Stock)to BTO(Build To Order).How to reduce the OTD(Order To Delivery)time as much as possible in BTO mode is one of the main research directions in the context of BTO mode and mobile Internet.Through the research and analysis,it has been found that customer relationship management that throughout the automotive industry has become the bottleneck of OTD as a whole.OTD,especially in China,started late and dropped behind,with the development of mobile Internet,the original customer relationship management has not adapt to the needs of enterprise development,it is necessary to carry out the research on customer relationship management of the automotive industry,and establish effective customer relationship management system,to help enterprises effectively attract customers,find opportunities,grasp business opportunities,improve customer satisfaction,loyalty,and thus improve the market share of enterprises.In this paper,the mobile Internet industry as the research background,based on customer relationship management theory as the research foundation,according to the current automotive industry customer relationship management problems,put forward social customer relationship management system planning based on the original customer relationship management system.(1)According to automotive industry market environment changes,consumer behavior change and the automobile industry development trend in the mobile Internet environment,combined with the analysis of the value of customer relationship management,customer relationship management system problem has provided for future research.(2)According to the actual situation of A company,from the point of customer life cycle,define customer relationship management objectives,according to the OTD business process analysis of A enterprise,and the customer demand of each section of OTD process,put forward social Customer Relationship Management(SCRM,Social Customer Relationship Management)concept structure;Analyzes the problems existing in the current customer relationship management system from three stages of pre-sales,sale,mid sale and after-sale,and puts forward the functional framework of SCRM according to the mature function division of CRM system;Analysis the relationship between CRM system and the system involved in OTD process,so that the SCRM system covers the entire process of OTD customer relationship management issues,combined with the concept of structure,functional architecture,the overall architecture of the SCRM system was put forward.(3)According to the overall architecture of the SCRM system,combined with the mobile Internet customer demand and data warehouse and data mining technology,the function modules of SCRM system were detailed design,planning the content and process of each module,make the SCRM system become more social,simple and intelligent.(4)According to the characteristics of SCRM system on system physical architecture planning.At first,choose the form of physical structure combined with the characteristics of the SCRM system,then according to the physical structure planning the SCRM system data layer,business logic layer,presentation layer,and analysis data flow of the SCRM system between the various functional modules,clear the data flow and prepare for the subsequent development of the SCRM system.