Research On Problems And Improvement Strategies Of Customer Relationship Management In Nanchang Mazda Automobile 4S Store

In the face of unusually fierce competition in the automobile sales market,profits are constantly falling.How to run a good automobile sales company and seize a certain share in the market? Every company is actively exploring and developing new points of economic growth,and strengthen the internal management of the company to prevent the occurrence of risks.With the rapid development of automobile sales in China,the competition among automobile production,sales and service enterprises becomes more and more intense.Automobile consumers are more and more knowledgeable,more and more experienced buyers,which makes the demand for automobiles and their sales companies more and more high.Consumers go to 4s stores many times before buying a car,but only 49% of customers are satisfied with the experience of 4s stores.As a sino-japanese joint venture,Mazda Motor Chang’an was established in 2005.In 2017,the world’s leading market research organization released the quality of China’s new car research report,ranked third in quality.Mazda’s sales fell sharply in 2016,2017 and 2018.Customer Relationship Management(Crm)is one of the important sources for enterprises to gain competitive advantage.In-depth discussion of the development of customer relationship management in automobile sales companies the key elements of successful implementation of customer relationship management and the methods to enhance the core competitiveness of automobile sales companies.Supported by the theories of customer relationship management,Customer satisfaction and customer life cycle,this paper adopts the research methods of questionnaire survey,literature induction and interview,through investigating and analyzing the customers of 4s shop of Mazda automobile in Nanchang,this paper finds out the concrete problems and puts forward a series of optimization and safeguard measures.Customer Relationship Management(CRM)is an important measure to improve the competitiveness of Nanchang Mazda Automobile 4s shop,this study proposes optimization strategies and measures to solve the problems in customer information management,customer classification management,customer Customer satisfaction and customer recovery,so as to achieve optimization goals and improve work efficiency.Through the research conclusion of this paper,to guide the Nanchang Mazda 4s shop customer relationship management,improve Customer satisfaction,so as to improve car sales and market share.