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Chevrolet 4S shop service department customer relationship management

Author: YiXiang
Tutor: QianMin
School: Nanjing University of Technology and Engineering
Course: Business Administration
Keywords: Car 4S shop After-sales service Customer Relationship Management
CLC: F416.471
Type: Master's thesis
Year: 2010
Downloads: 569
Quote: 1
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Abstract


Customer relationship management theory is the application of the hot spots of the business community , and also began to attempt to Customer Relationship Management in China 's automotive aftermarket . In this paper, Shanghai GM Chevrolet 4S shop service department customer relationship management as the object of study , the use of the theory of customer relationship management , auto 4S shop service combined with the now popular data mining techniques . Shanghai GM Chevrolet 4S shop service department customer relationship management status evaluation , that Chevrolet 4S shop service department , customer relationship management, floating on the surface , a mere formality . Does not really understand the true meaning of customer relationship management , just set up a Customer Relationship Management Commissioner post purchase customer relationship management software , set up a special project team . But the real customer management should be a system of philosophy, procedures and methods . This article proposes some exploring the concept , design a system , the application of data mining technology to do the try of customer relationship management , service department of Shanghai GM Chevrolet 4S shop . This paper proposes the customer relationship management must be broken down to the customer , to take different marketing strategies for different customers different marketing resources , and should be given for different categories of customers , quality resources should be given to quality customer so that the enterprise resource maximum utilization , on this basis, can be computed in a given enterprise revenue under the conditions of the marketing budget is .

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