RESEARCH ON CUSTOMER RELATIONSHIP MANAGEMENT OF AMWAY COMPANY IN CHINA
Jin, Lin (2012)
Jin, Lin
Kymenlaakson ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012092613896
https://urn.fi/URN:NBN:fi:amk-2012092613896
Tiivistelmä
The critical to success of an enterprise is to move forward the role of sales that plays in today marketing. Customer is the most prominent part of sales management; otherwise, company can accomplish nothing. Consequently, good customer relationships are a momentous source to gain market competition and the basic of survivorship as well can optimize the allocation of resources and relate the relationship between interest groups in such aspects as plays an obbligato role.
The objective of this thesis was to research question how to establish and maintain the long-term profitable customer relationship management in Amway China, which employed the case study as the main research method, and documents, personal interview, archival records can be as good auxiliary methods.
From a combination of theoretical and practical point of view, the thesis analyzed effective solutions for Amway’s CRM. The main findings of the study like improve the philosophy of customer focus, emphasize IT capabilities, fully understand customer behavior that have to pay high attention to implement during the process of customer relationship management. Owing to the thesis just strengthens on direct selling business company’s CRM, so some recommendations are provided in the further studies.
The objective of this thesis was to research question how to establish and maintain the long-term profitable customer relationship management in Amway China, which employed the case study as the main research method, and documents, personal interview, archival records can be as good auxiliary methods.
From a combination of theoretical and practical point of view, the thesis analyzed effective solutions for Amway’s CRM. The main findings of the study like improve the philosophy of customer focus, emphasize IT capabilities, fully understand customer behavior that have to pay high attention to implement during the process of customer relationship management. Owing to the thesis just strengthens on direct selling business company’s CRM, so some recommendations are provided in the further studies.