Research On Customer Relationship Management Of Packaging Industry In China Market For Y Company

Y Company,a US-funded private enterprise,provides conveyor transferring solution for global automation industry to deliver manufacturing production lines.Y Company’s products are widely used in various industries,attaining great business performance in the American and European market.But Y Company’s business in China has not made any substantial breakthroughs.Y Company’s packaging industry team doesn’t show deserved performance,despite of huge market opportunities in China market.The reason lies in its customer relationship management strategy,including customer identification and selection,customer needs management,customer tracking and maintenance,customer management process and other relevant strategies in China market.The purpose of this thesis is to explore the problems and bottlenecks of customer relationship management in packaging industry of Y Company in China.Furthermore,the thesis will analyze and discuss current situation,existing problems,root causes and strategy of customer relationship management in Y Company’s packaging industry team in China market.The first chapter is the research background,mainly describing Y Company’s related business in China.The second chapter summarizes the customer relationship management theory and its domestic and international development situation.The third chapter describes the Y Company’s background and current situation of the Y Company’s packaging industry team in China.Based on these information,the third chapter also concludes three main problems in customer relationship management: inaccurate customer identification and selection,inaccurate customer needs matching and unsystematic customer maintenance tracking system.In the next three chapters,the author analyzes the root causes of three existing problems respectively from different aspects of customer relationship management theory.Chapter 4 discusses from the aspect of customer identification and selection;Chapter 5 from customer needs matching aspect;Chapter 6 from customer maintenance tracking.Chapter 7,according to the analysis of the full thesis,the author finally proposes the customer management strategies that are suitable for Y Company’s packaging industry team in China market.This thesis encourages packaging team to concentrate limited resources to the most valuable customers,try best to balance multiple stakeholders’ needs and relationship,improve customer maintenance procedure,clarify responsibilities and adopt proactive attitudes towards after-sales service.I hope the study may provide substantial support to the future customer relationship management of Y Company’s packaging business.