The Research of Customer Relationship Management in Haier Group
|Keywords||Haier Group Dynamic Customer Relationship Management Customer Value Customer Identification|
Along with the development of the market economy, the marketing management in the household electrical appliances enterprise has experienced a huge transformation. The marketing transforms into the present relationship marketing, which needs the enterprise to hold good relationships with the customers. And now in the enterprise’s marketing management, the most important question to be solved is how to maintain good relationships with customers。To a household electrical appliances enterprise, strengthening Customer Relationship Management has a signification for dominating market and making good sales achievements to the maximum extent. In Customer Relationship Management, Haier Group, as a leader in the household electrical appliances industry has abundant of successful experience and some problems too. Especiall accompanied by the implement of international strategy of Haier Group, it is urgent to improve the Customer Relationship Management.Profits of companies come from the customers. Effective customers relationship management is the essential prerequisite for survival and development of companies in fierce market competition, however, Traditional Customer Relationship Management practice has a surprisingly high rate of failure Not only can’t it manage customer relationship efectively. On the contrary, it even causes very great economic lasses for many companies. The most crucial reason for its failure is that the theory of Customer Relationship Management itself has grievous defects.The thesis summarizes household electrical appliances industry’s current posture, analyses Haier Group’s successful experience, problems faced and the reasons in Customer Relationship Management at present especially. Proposing the solution to these problems and suggestion to Haer’s problems faced in the Customer Relationship Management at present.The thesis introduces the theory of traditional Customer Relationship Management briefly firstly, and points out its several grievous defects, such as false understandings of customer relationship and its determinants, limited management scope etc. Secondly, it analyses the essence and determiants of customer relationship, proposes that the essence of customer relationship is invisible connection between the customer and the company with value as the tie, and its determinant is customer value. Then, through the analysis of customer value end factors that have influences on it the thesis gives the main characteristics of customer relationship: individual difference and dynamism. According to die needs of market competition and limitations of companies’ abilities, the thesis puts forward the theory of Dynamic Customer Relationship Managanenr Oriented around market, organizing supply chain in world wide range, managing supply chain with systemic and developmental view to form dynamic advantage through optimization of the business processes and resources of the supply chain dynamically. Offering the products with higher customer value to customers continuously, finally, the thesis gives the implementation processes of Dynamic Customer Relationship Management.