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The Study of FAW-Volkswagen’s Customer Relationship Management Strategy

Author: ZhangHongWei
Tutor: ShengGuangHua
School: Jilin University
Course: Business management
Keywords: FAW-Volkswagen customer relationship management customer value customer satisfaction customer loyalty
CLC: F426.471
Type: Master's thesis
Year: 2010
Downloads: 542
Quote: 1
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Abstract

Along with the coming of the new economic times, the customer has become the most important resource of the enterprises. How to seize the customer resources has gradually become the key of enterprise’s survival and development, more and more enterprises recognized the importance of customer relationship management (CRM) importance and shift to "customer-centered" business model. At the same time, the application of information technology in enterprises provides the convenience for enterprises to conduct a comprehensive customer relationship management.Customer relationship management is the composite of modern information technology, business strategy and management concept. It makes customer and their value as the center and information technology as a means, by effectively integrating human resources, business processes and expertise of the enterprise, improving customer service and in-depth customer analysis to meet the customer’s individual needs, establishing a learning relationships with customers based on one-to-one marketing model, managing and keeping good relations between enterprises and customers, trying in best to increase customer satisfaction and loyalty, thus ensuring to achieve the "win-win" strategy for customer lifetime value and enterprises profits continued to grow. It has become a powerful weapon for modern enterprises to improve their core competitiveness. Nowadays, the competition of domestic and foreign auto enterprises increasing greatly, the auto industry is in the revolution stage change from a "product-centered" to "customer-centered", implementing customer relationship management strategy has become an inevitable trend for auto enterprises’survival and development. FAW-Volkswagen as the leading enterprise in China’s auto industry, in order to meet the needs of market development, improve the ability on satisfying consumer’s needs and gaining them, which is actually the core content of customer relationship management, therefore, started to deploy customer relationship management strategy since 2000, and make it as the core competitiveness to face the future competition.This paper adopts a combination of qualitative and quantitative methods, uses many research methods, such as statistics, literature, comparative, case studies and inductive methods. With the help of the relevant management theories to systematic study FAW-Volkswagen customer relationship management development history, current situation, problems and future improved direction.This paper firstly gives an account of research background knowledge, research purpose and significance, research methods and content. Secondly, introduces an overview of customer relationship management theory, including customer relationship management theory generation and development, definition and connotation, as well as the contents, functions and application value of customer relationship management. These provide a theoretical basis for enterprises conduct customer relationship management. Thirdly, it is an analysis of FAW-Volkswagen’s customer relationship management implementation status and the existent problems, introducing FAW-Volkswagen’s development status, the significance of the implementation of customer relationship management, as well as current status of customer relationship management in FAW-Volkswagen, analyzing its features and shortcoming. Although, there are many reasons which lead the flaws of FAW-Volkswagen’s customer relationship management, the fundamental reason is business process integration and optimization of customer relationship management system. Finally, based on the theory of customer relationship management and aim to the reasons of FAW-Volkswagen’s customer relationship management shortcoming, it proposes some measures and proposals to strengthen FAW-Volkswagen’s customer relationship management.This study provides a reference for FAV-Volkswagen to improve customer relationship management strategy development, and illustrates the importance of customer relationship management in enterprise development, thus sets a classical case for auto industry customer relationship management practice.

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