CRM在汽车销售企业中的应用
摘 要
在目前充满竞争的市场上，如何充分利用客户资料抓住客户、留住客户，维持客户的忠诚度，保持市场竞争力，是各家商业企业都关心的问题。近年来，国有商业企业通过实施CRM这一项重要管理战略,有效地促进了企业的市场销售能力。而汽车销售企业要想在激烈的市场竞争中占据更多的份额，就要实行CRM系统，创建有一支完备的客户经理队伍的企业。
汽车销售产业作为一种绿色产业，近年来在我国得到了很大的发展。但是与国外同行相比，我国的汽车销售企业由于发展历史较短，在建设经验和操作实务上存在一定差距。随着我国改革开放的进一步深入和融入全球化的步伐不断加快，我国汽车销售企业所面临的竞争将会越来越激烈。CRM作为汽车销售企业核心竞争力的关键构成部分，目前我国汽车销售企业由于观念等方面的原因，建设力度和成效还难以令人满意，基于这样的现实，本文借助SWOT分析方法对我国汽车销售企业CRM建设所面临的环境进行了分析，并提出了一些意见，期望能为我国重卡销售企业CRM和汽车销售企业发展提供有益的借鉴。
关键词：重卡销售企业，CRM，SWOT分析方法，建议
Abstract
In the current competitive market, how to make full use of customer data capture customers, retain customers, maintain customer loyalty, maintain market competition, various commercial enterprises are concerned about. In recent years, the state-owned commercial enterprises through the implementation of CRM which is an important management strategy, effectively promoted enterprise marketing capability. But the auto sale company wants to be in the fierce competition in the market to occupy more market share, we should implement the CRM system, to create a comprehensive customer managers in enterprises.Car sales industry as a green industry, in recent years China has made great progress. But with foreign counterparts, China’s auto sales enterprises due to the short history, the construction experience and operation practice has certain gap. Along with our country reform and open further and accelerating the pace of globalization, China’s car sales enterprises are facing the competition will be more and more intense. CRM as car sales in the enterprise core competitiveness the key component, at present our country car sales enterprises because of the respect such as idea, construction and the effect is not satisfactory, based on this reality, this paper with the aid of the SWOT analysis method to our country auto sales enterprise CRM construction environment were analyzed, and put forward some views, hoping to help China’s auto sales enterprise CRM and car sales business development to provide useful lessons.
Key words: Automobile sales business, CRM, SWOT analysis method, proposed
目 录
4.1.5实行不同特色的客户经理制,建立对各项业务的支持体系. 16
5 结 论. 22
