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The Research of Customer Relationship Management for QD Tobacco Company

Author: YuAiHua
Tutor: YuWeiBing
School: Ocean University of China
Course: Business Administration
Keywords: Customer relationship management Tobacco companies Retailcustomers
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Type: Master's thesis
Year: 2012
Downloads: 4
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Abstract


In recent years, with the perfection of the socialist market economy and the changes of people’s consumption concept, the cigarette market from a seller’s market into a buyer’s market, especially after China’s accession to the WTO in2001, the tobacco industry is gradually opening up and the tobacco companies face increasingly intense competitive pressure from the transnational tobacco companies. This competition is not only reflected in the channels and brand competition, but also how to win the competition in the customer. In this market environment, how to change the traditional tobacco industry service model is very important, thus achieving the company and its customer’s win-win situation is the challenge faced by the current tobacco companies.Retail customers is an important part of the sales channels between the tobacco companies and consumers, Retail customers is also a direct customer of the tobacco companies, so the application of customer relationship management theory and methods to study the relationship between tobacco companies retail customers satisfaction both a win-win situation is the current tobacco companies should have business philosophy. Firstly, on the basis of the review of customer relationship management theory, this paper sums up the meaning of customer relationship management. Secondly, this paper analyzes QD tobacco company’s status and environment; combined with "Retail customers’rich engineering" the paper analyzes its customer relationship management. Finally, according to the actual situation from the QD tobacco companies, this paper formulate the objectives and principles of customer relationship management, combined with "Retail customers’rich engineering" this paper proposed the QD tobacco company customer relationship management improvement proposals in order to improve the competitiveness of the QD tobacco companies.Academic theory in the field of customer relationship management has done a lot of research and empirical research, but there are less researches in the customer relationship management strategy practice, especially in the tobacco industry customer relationship management, not much. In this paper, the analysis of the QD tobacco company customer relationship management is useful suggestions for QD tobacco companies to carry out customer relationship management. In today’s fierce market competition, the effective management of the relationship between businesses and their customers is the key to grasp competition. Therefore, the customer relationship management is the only way for Chinese tobacco companies to get their own competitiveness and capture the market, and is also an effective means to achieve the sustainable development of the tobacco companies.

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