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Study on Customer Relationship Management of Copper Processing Enterprises in Guanlin Town

Author: ChuZhiJun
Tutor: KongRui
School: Chinese Geology University (Beijing)
Course: Business Administration
Keywords: Virtual Organizations Customer Relationship Management Virtual Organizations Customer Relationship Management
CLC: F426.32
Type: Master's thesis
Year: 2010
Downloads: 65
Quote: 0
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Abstract


Customer relationship management is to improve the nature of the relationship between businesses and their customers with high quality products and resources to meet the needs of individual customers, and ultimately win the market and achieve maximum returns. Majority of SMEs are subject to economies of scale, the way it alone makes it difficult to increase its market share. By creating a virtual organization model can be brought together SMEs and form a whole scale, sharing of resources within the enterprise customers to create a market. In this paper, virtual organizations, and customer relationship management theories started, many experts and scholars on the basis of theoretical research, select official Town of copper processing enterprises as the research object, first described the town's economic development and China Wire and Cable production scale and market distribution areas. Through field visits and surveys found that official Town of copper processing enterprises in smaller, specialized and less information, their own strength alone is difficult to expand the market. Combining these actual situation, expounded the town copper processing customer relationship management virtual organization necessity; Second, in accordance with the town's copper processing enterprises in the actual situation of customer relationship management to build a virtual organization, established the Virtual Enterprise Organizational Structure: Determine the official Town copper processing virtual organization decision-making bodies, industry associations due to their similar nature, so it anchored to existing Yixing wire and cable industry associations under its customer resources across the organization to fine points and coordination, and design functions of the virtual organization and division of labor. There conditionally selected member companies within the organization, the decision-making bodies by the virtual organization based on certain principles of customer resources allocated to its coordination; Third, official Town copper processing virtual processes within an organization to analyze customer information, customer access to information, the flow and distribution of eleven are described, and the use of technology-based wEB four C / B architecture to achieve customer information sharing within the organization; Fourth, the proposed official Town copper processing virtual organization's external customers relationship management processes, according to the corresponding processes, the virtual organization's overall customer management analysis; Finally, the official Town from copper processing virtual organizations to put forward the concept of customer relationship management implementation summary. For the official Town copper processing enterprises, mostly small and medium scale enterprises and single product, by industry of this type of business come together to share their customer information by non-profit trade association to guide their production and sales, which is to improve the entire official Town copper processing industry is very beneficial customer relationships. The study was conducted in a virtual business ideas under the guidance of the SME customer relationship management preliminary discussion on the management of specific operations will be further complemented and enriched the study.

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