卡特彼勒oem产品售后服务客户关系管理分析-customer relationship management analysis of caterpillar oem products after-sales service.docxVIP

AbstractWit h the refor m and open deve lopment and cont inuous deve loping econo my, it’s important for construct ion machinery to build infrastructure and develop natio nal economy, and it’s also significant to construc t large size project. Construct ion machiner y sche me have been finis hed and sales w ill be up to 900 billion RMB dur ing 12th five- years plan. And also wit h the increasing internat iona lize, whe n the technolo gy achie ve a le vel, d ifferent brands’ product almost have the sa me qualit y and performa nce. How they can w in in severe compet it ion, almost all manufa ctory give the sa me answer: improve service qualit y and expedite service speed and then improve customer satis fact ion and loyalty. How to make a better system become critical.Caterpillar Inc is the biggest company in construct ion fie ld. The reason why Caterpillar is so strong due to Caterpillar and dealers have strong CRM syste m, Caterpillar O EM products is as special products in Caterpillar family. Due to sa le and aftersales’ channe l are different. Caterpillar sold product s to O EM manufactory and aftersales would be done by dealers, and so will cause the dealer don’t enough passion, and also because of O EM products is very specia l and parts stocking problem etc. Caterp illar O EM’s CRM syste m is urge nt to modify.This thesis is from aftersa les and gather with the who le fie ld and then summar ize and analys is aftersales CRM ’s result a nd way to refer, and then discuss aftersales CRM’s effective and influence for construction machinery.Due to init iat ive object of Caterpillar O EM depart ment is sales system. This thesis is ma inly for aftersales proble m and provide CSM ’s suggestio n、advice and solut ion. such as add service module 、connect O EM’s CRM system wit h dealer CRM system、connect GPS and register network with OEM’s CRM system etc.This thesis displa y CRM’s guarantee and effect ive analys is. These inc lude mechanis m 、