Research On The Customer Relationship Management Of LN Forwarding Company

With the continuous reduction of the entry threshold of freight forwarding enterprises and the continuous improvement of China's foreign trade quota,the freight forwarding industry has already completed the transformation from a monopoly market to a fully competitive market,with the further increase of marketing difficulty.LN company is a comprehensive freight forwarding enterprise,based on the concept of northeast radiation global,committed to providing customers with high-level logistics services.With the fierce market competition,LN company is facing more and more pressure.It is very important to establish customer relationship management system which is suitable for LN company.Based on the concept of customer relationship management,this paper confirms the research background and significance of the topic,summarizes the research status at home and abroad,and puts forward the research ideas,technical lines and research methods used in this paper.Then it summarizes the theoretical basis of the research,introduces the definition of customer relationship management and the difference with traditional customer management,and focuses on the important model of customer relationship management,idic model.Then,the paper analyzes the macro environment and industry environment of LN company based on customer relationship management,summarizes the opportunities and challenges that LN company is facing,and clarifies the importance and urgency of developing customer relationship management.Then it introduces the internal organizational structure,main business,customer structure and characteristics of LN company as a whole,and surveys the internal employees and external customers of LN company in the form of questionnaire,summarizes the current situation of LN company's customer relationship management,and points out that there are problems in LN company's customer relationship management,such as identification,differentiation of customer capabilities,customer resource dispersion,etc.Finally,based on the idic model,a comprehensive customer relationship management optimization scheme is developed from four aspects:identification,differentiation,interaction and customization,and the implementation of the scheme is put forward from three aspects:personnel support,compensation performance security and system support.