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Research on Customer Relationship Management of Xianghe Wood Industry Co.

Author: LiYunHui
Tutor: ZhaoGuoJie
School: Tianjin University
Course: Business Administration
Keywords: Customer Relationship Management Analysis of critical success factors (CSF) Analysis of critical failure factors (CFF) Modified SWOT analysis method
CLC: F426.88
Type: Master's thesis
Year: 2010
Downloads: 101
Quote: 0
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Abstract


Shandong Zhucheng harmony Wood Co., Ltd. is a production of bent wood furniture based Furniture Manufacturing Co., Ltd. . The company was established in 1990 , from the domestic trade , the gradual transition to exports by nearly five years of operation , the main sales channels . In 1995 , and IKEA Sweden established diplomatic relations after a the Ikea quality management system certification , and comprehensively improve the management capabilities and Production of harmony Wood , formally incorporated into the the IKEA global procurement system , making it the leading position among the domestic bending wood industry . Since 1995, the company developed rapidly the curved wooden high frequency presses from 5 units to 20 units , the woodworking equipment comprehensive introduction to Taiwan Markov mechanical , automatic painting by an increase to four . The company IKEA as long as 10 years , to the IKEA annual sales of RMB 70 million exports in the year 2000 auspicious Wood exclusive production of 24 Sales IKEA products . 10 years of cooperation , harmony Wood only client is the Swedish IKEA , but differences due to both price and quality standards , orders from the 2003 amount of speed reduction and termination of cooperation with the 2004 . Associated with the termination of the cooperation , harmony Wood once total loss of nearly RMB 10 million , which brought the company a fatal blow . In September 2004 , the company re - open up sales channels , and began a period of ice-breaking trip . From cooperation experienced this failure can be seen , auspicious Wood operators drawbacks in customer management , which is the need to focus on improving the company's future business activities . The purpose of this paper is to analyze characteristics of the industry in which harmony Wood Industry Co. , Ltd. , combined with relevant management theory , harmony Wood in customer relationship management strategic plan and propose practical response to research , so as to promote the company's future the implementation of the overall strategy to achieve business objectives. This article take to take a combination of qualitative and quantitative analysis method . First described the theoretical basis , including the definition of the customer , the definition of customer relationship management , and related theoretical overview ; Secondly , on the basis of theoretical analysis , the use of relationship factors analysis and modification SWOT model analysis of the status of the enterprise and draw countermeasures strategies :

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