Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Customer Relationship Promotion Strategy of Dongfeng Citroen

Author HanQiang
Tutor GaoYongQiang
School Huazhong University of Science and Technology
Course Business Administration
Keywords Dongfeng Citroen Customer relationship management Dealer management Customer satisfaction
CLC F426.471
Type Master's thesis
Year 2011
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With the continuous development of auto industry in our country, the homogeneity of the cars product and the increasingly mature of the consumers, the competition of the car market becomes increasingly fierce. So, for the car enterprise, the ones who can make quick reaction to the changing market and satisfy the necessary of customers will occupy advantageous position in the fierce competition of the market and finally maximize the enterprise profit and the customer value.In order to enhance customer relationship management, improve customer satisfaction and loyalty ,to gain a large share of the market, Dongfeng Citroen had identified the developmental strategy of customer relationship management . In addition ,they had determined the basic principles of customer relationship management to customer as the center in 2010.As a result of the deterioration of China’s car market environment .Meanwhile, each works has not yet completed which of Dongfeng Citroen Customer Relationship Management. These led to lack of the potential customers and the customers who have intention, decrease in the number of redemption and recommended car and increase customer churn. Therefore, it has become an urgent task which is to how to accelerate customer relationship management, and maintain customer relationships. At the same time, how to develop scientific strategies to enhance customer relations in response to the increasingly fierce market competition cars is one of the tasks.This thesis, research in-depth and analysis of its distributor of Dongfeng Citroen customer relationship management status using empirical research methods. It identifies the customer relationship management Dongfeng Citroen main problems based on customer relationship management theory. In order to facilitate Dongfeng Citroen’s long-term development, it combined with CRM (Customer relationship management), core ideas, information technology and practical experience, proposed strategies to improve the customer satisfaction as well as the customer loyalty. These strategies are becoming the new profit growth point, and enhancing the core competitiveness of Dongfeng Citroen.

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