Research On The Improvement Of Customer Relationship Management Of On Semiconductor(Shenzhen)Co.,Ltd.

With the advancement of global economic integration,human beings have entered the intelligent era of the 21 st century,and the chip industry has penetrated into all fields of life,especially in the fields of artificial intelligence and automotive electronics,etc.,ushered in explosive growth.However,due to the popularity of technology and universal design,the competition among chip manufacturers is increasingly fierce,and customer relationship management has become one of the most important areas in the industry.As a rising chip manufacturer in the Pearl River Delta,ON semiconductor supplies nearly 160 billion chips to the world every year.With the expansion of enterprise scale and market,how to make the market bigger and stronger,and how to provide high-quality and cheap products and services for customers in different markets have become the key to the sustainable development of enterprises.Therefore,in order to achieve the goal of entering the top five in the world,in addition to the improvement of technology,ON should focus on strengthening the customer base,so the improvement of customer relationship management has become the top priority of enterprise development.In this paper,ON semiconductor as the research object,in the promotion of customer relationship management as the starting point,first of all,collected and collated the domestic and foreign high-tech enterprises and customer relationship management theory and enterprise practice.Secondly,the paper analyzes the current situation of customer relationship management in ON semiconductor company,and uses questionnaire to study customer satisfaction.From the aspects of service quality,product nature,employee quality,entity presentation and customer loyalty,the questionnaire analyzes and discusses the problems affecting customer relationship management and the causes of the problems.Then,based on these objective data feedback problems,this paper discusses the strategies to improve the company's customer relationship management from four aspects: relevance,response,relationship and return based on the theory of customer relationship 4Rs.The research of the paper shows that On Semiconductor should strengthen the overall system of customer relationship management to solve the uneven distribution of customer service working time from the source,and ensure that the passive delivery time is changed into the latest production plan of active communication with customers from culture and system.At the same time,we should enhance effective and active communication with customers,improve customer service feedback speed and on-time delivery.Customers are the foundation for the sustainable development of enterprises.As a representative of high-tech manufacturing enterprises in Shenzhen,the special research on the upgrading of customer relationship management of On Semiconductor provides enlightenment for the enterprise's own connotative development,and also has reference value for foreign capital to improve the level of customer relationship management and marketing management.