工业品制造企业客户关系管理的应用分析

客户关系管理是随着企业的市场营销策略从以产品为中心转向以客户为中心产生的,其核心内容是:提高客户满意度,巩固和维持客户的忠诚度,实现企业利润和客户利益双重最大化。以工业品制造企业在市场营销及管理上存在的问题分析为基础,对工业品制造企业客户关系管理总结出一套具有可操作性的应用方法,并设计出在客户关系管理理念下市场部的组织结构图和整合的工作流程。

Applied Study on the CRM in Industrial Product Manufacturing Enterprises

CRM has been developed with the shift of the enterprises'marketing strategy from product-orientation to customer focus.The core of CRM in to maximize customer satisfaction,strengthen and maintain customer loyalty and maximize the mutual benefits of both the enterprises and the custonmers.Based on the analysis on the existing prob- lems in the marketing strategies and management of industrial product manufacturing enterprises,the essay puts for- wards a set of applicable applications in terms of CRM in Industrial Product Manufacturing Enterprises as well as the organizational structure of the marketing department and procedures of integration under the notion of CRM.