Research On Customer Relationship Management Of H Auto Part Company

Auto parts manufacturing,one of the traditional industries in China,which has developed rapidly with the gradual improvement of the market economy in recent years.The number and scale of related companies are expanding and the competition among companies is increasingly fierce.As a result,how to attract customers,keep customers and fully exploit customer value has become the focus of auto parts companies.An optimized solution of customer management model combining customer management theories with the practices of H auto parts manufacturing enterprise was proposed in this paper.Firstly,the customer relationship management theory was explained,which laid a solid theoretical foundation for the establishment of the theoretical framework of the paper.Secondly,the customer classification of H Company's auto parts products was defined,and SWOT analysis of H Company's auto parts product marketing environment was carried out to figure out the existing problems.Finally,the customers of H Company were classified through analytic hierarchy process(AHP)and a new customer relationship management model was designed on this basis.The research results indicate that the threats faced by H company is greater than its development opportunities,its own development disadvantage is obviously lower than its advantage,and it has great development potential.H company should re-adjust the customer relationship management strategies from the perspectives of market positioning,marketing and service quality,to improve customer satisfaction,establish a customer management database and rationally allocate resources and optimize service processes.In this paper,the improvement strategies of H Company's customer relationship management were presented based on the conclusions of status quo and existing problems of H auto parts manufacturing enterprise,which could strengthen customer loyalty to corporate brands by continuously improving customers' satisfaction.The research on auto parts industry in this paper has certain theoretical and practical significance for other similar companies in the industry.