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The Exploration and Management of Potential Customer on Auto Market Based on Customer Relation Management (CRM)

Author: ZhangJinSong
Tutor: JiangZuHuaï¼›ChenJie
School: Shanghai Jiaotong University
Course: Industrial Engineering
Keywords: Customer Relationship Management (CRM) Potential customers Automotive Marketing
CLC: F274
Type: Master's thesis
Year: 2007
Downloads: 630
Quote: 2
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Abstract


With more and more obvious trend of homogenization of automotive products , competition in the automotive market will be further exacerbated through product differentiation market segments to create the winning has become increasingly difficult , companies are finding consumer product production , channel selection, strength of the decision of the service and other business activities . Core business concept from products , production-oriented gradually transferred to the customer-centric model , customer competition has become competitive service , customer status to an unprecedented level of automotive marketing from transaction marketing to relationship marketing , how to improve customer satisfaction , and cultivate potential customers of the value of loyal customers and developers has become a priority , so the customer relationship management of the automobile industry also came into being . The papers from the definition of customer relationship management , classification, the development of domestic and international situation , the role of customer relationship management , the importance of the domestic auto industry to solve the main problem . Second stage of formation and customers of the client - consumer lifecycle value contribution analysis, maintain consumer lifecycle marketing and service proposition . Implementation of the classification of potential customers and then describes the general flow of potential customers to develop , discuss in CRM potential customer data collection , pre-processing , mining analysis , processing and distribution methods , and focus on the application functionality tree greedy algorithm positioning and target customers . Also focuses on the management of potential customers , organize and analyze the sales of core processes based on the introduction and implementation of direct marketing capabilities enhance dealer showrooms - Excellence in Retail (RSE) project . Finally, analysis of the value of customer satisfaction and customer loyalty , after sales database integration principles and path , the implementation of a specific program to maintain a loyal customer relationship marketing , has met with some success .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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