Study On Downstream Customer Relationship Management In Coal Trading Company A

Since 2011,China has become the world's largest coal importer.In this context,a large number of coal import trade enterprises emerged,China's coal import trade industry has become a fully competitive market.In recent years,with the deepening of China's economic restructuring,it is difficult for enterprises engaged in coal imports to change the difficult situation.From the upstream side,the concentration of foreign mines is relatively high,so it is difficult for importers to gain a voice in the negotiation price;From the downstream users,the state's achievements in adjusting the economic development structure are emerging.Traditional manufacturing enterprises are facing problems of elimination,including large steel and power plants.Moreover,they have a tendency to increase the proportion of domestic coal procurement in recent years,which makes the imported coal market space will be squeezed again.Company A is a wholly owned subsidiary of a local state-owned investment group.They begin to involve in coal trading business in 2016.Although the company has made great effort in business volume in more than two years of development,but they also exposed some problems such as loss of customers,business disputes,difficulties in repayment and so on.Therefore,it is of great significance for the sustainable development of Company A to study the strategies for improving customer relationship management.Guided by the theory of CRM,this paper takes the imported coal business of Company A as a case study,and explores the solution of customer relationship management applicable to the Company A.In addition,through the describe of company A's current coal import business,found that there are some problems related to customer relationship management.In fact,the core of CRM focus on how to create value for customers.The more value enterprises create for customers,the higher customer satisfaction and loyalty;accordingly,customers can create more benefits for enterprises.Based on this,according to the theory of Customer Value,the author classifies the existing customers of Company A,and puts forward the strategy of differentiation on the basis of the classification results.In addition,this paper also proposes that the implementation of the improvement strategy should be guaranteed from four aspects: organization,system,talent,technology.The relevant methods and conclusions in this paper can be applied to the marketing practice of coal trade industry,especially for coal importers.