Marketing and Customer Relationship Management for ONYOU Home Textiles Franchise Store in Hefei, China

Abstract

ONYOU bamboo fiber home textile franchise store is a small business located in Hefei City, Anhui Province, China. It has been running more than three years since ONYOU franchise store was set up on March 2010. It has gone through the good times and also tough times, there are still chal-lenges and threaths existing that this store needs to confront.

In this thesis report, the marketing and customer relationship management suggestions has been designed for ONYOU franchise store and some constructive comments are given to the store’s future development. In the report, it will be mainly focused on how to improve marketing effects and CRM with the target customers and find out what kind of marketing and customer relationship management is suitable for ONYOU Home Textiles Franchise store in Hefei, in order to make the small business develop in a good cycle and make more profit.

The research was applying quantitative method and qualititive method which mainly done by ques-tionnaires and interviewing customers. And the outcome of the research in the end was used to analyze the situation of marketing and CRM so that it can be used for giving suggestions and constructive comments for future development. The research used ways of seeking the resources from the professional books and Internet websites, combining the results of interviews and ques-tionnaire surveys to come up with the strategies. Quantitative research survey was organised by a questionnaire. The main qualitative research methods include group interviews with several people to acquire detailed answers.

The thesis results demonstrate the importance of implementing CRM and effective marketing for ONYOU franchise store in reaching profit goals by maintaining a good long-lasting relationship with the customers. The influence of the implementation of suitable marketing and CRM proved to be significant for ONYOU franchise store’s future development.