同质化时期CRM在汽车营销企业中的应用

汽车产业竞争的全球化和高速化,使汽车本身以及零部件趋于高度的同质化,加上汽车消费者的成熟,对产品的介绍、特性的总结已经越来越不重要,取而代之的是对客户需求的获取,以及对客户需求的影响,成为CRM(客户关系管理)工作的重心。文章讨论的同质化时期汽车销售的CRM管理,帮助企业对客户资源进行深度开发和价值挖掘。

The Competition of auto industry is global and at high speed, which makes the vehicle and parts highly the same quality. With the mature of the auto cu-tomers, introduction of the product, summary of the characteristics becomes less and less important, it is replaced by the obtaining of the customers demands and the influence to their demands, which is the center of the CRM. This paper discusses the CRM management of the auto sales in the same - quality period, helps enterprises conduct in -depth development of customer resources and value exploration.