[基于客户关系管理CRM的汽车营销方式研究.doc

题 目：基于客户关系管理（CRM）的汽车营销方式研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 在当今这个新经济时代，客户己成为企业最重要的资源，谁拥有了客户，谁就赢得了市场，谁就赢得了利润，汽车行业也不例外。随着信息技术的迅速发展，汽车企业、客户与供应商之间的关系受到极大的冲击，如何与客户建立和保持一种长期的、良好的伙伴关系，掌握客户资源、赢得客户信任、分析客户需求、提供满意的客户服务？ 汽车行业的客户关系管理正是在这样的环境中逐步产生、发展起来的。它己经逐渐成为汽车企业和客户之间的纽带，缩短了汽车企业的销售周期、降低了销售成本、增加了收入、拓展了市场、全面提升了汽车企业的赢利能力和竞争力，为汽车企业带来了更大的利润，同时它也不断的满足了客户更多的个性化的服务，提高了客户的忠诚度。 本文首先介绍了客户关系管理的概况，包括了客户关系管理的溯源、界定和研究现状，从自己的认识角度定义了客户关系管理，并将其与营销理论和策略相结合。其次，本文就我国汽车行业及其客户关系管理的现状和特点做了简要介绍，总结出我国汽车行业在进行客户关系管理过程中出现的问题，并进一步强调了我国汽车行业需要实施CRM的必要性。接着，本文从系统优化、正确选择CRM方案和影响CRM项目实施的关键因素等三个方面提出了完善我国汽车行业客户关系管理的对策建议，最后通过上海通用4S店—河南新纪元公司实施CRM的成功案例为我国汽车行业实施CRM提供一个可借鉴的典范。 关键词： 客户关系管理 汽车行业 汽车销售模式 营销体系 Title Research on Automotive Marketing Based on Customer Relationship Management (CRM) Abstract Along with the coming of the New Economic times, the customer has become the most important resource of the enterprises. The one who is in possession of customers will win in the competition and make profits, including Car industry. But with the rapid developments of information technology, relations between car enterprise, customer and supplier have been shocked. How to establish and maintain a long-term, good partnership with customers? How to maintain clients’ resources, win customer confidence, analytical customer’s needs and provide satisfactory customer service? Car industry Customer Relationship Management is emerging and developing in such an environment. It has gradually become the link between automobile enterprises and customers, shorten the auto enterprise sales cycles, reduced marketing costs, increased revenue, expanded markets, brought a comprehensive upgrade of auto enterprise profitability and competitiveness, and will bring about greater profits. It also will continues to meet more personalized service of the customers, and enhance customer