摘要:近年来，客户关系管理在制造业中的运用越来越广。本文从客车制造行业出发，以南京金龙客车制造有限公司为例对客户关系管理进行了进一步的探讨。分析表明影响客户关系管理的因素很多，既包括企业文化、人力资源、组织设计、财务状况等内部因素，也包括行业内竞争态势、客户、信息技术等外部因素。客车制造企业进行客户关系管理需结合企业自身特点，以推进企业文化和提高人力资源素质为重点，灵活选用管理软件，科学合理部署。
关键词：客户关系管理；制造行业；客车
Abstract:In recent years, the customer relationship management in manufacturing industry has been used more and more widely. In this article, basing on the coach manufacturing industry, we taking Nanjing King Long Coach Manufacturing Co., Ltd. for example to further discussion about customer relationship management. Analysis shows that there are many factors affect the customer relationship management, not only includes enterprise culture, human resources, organizational design, financial condition and other internal factors, but also contains the external factors such as industry competitive situation, customers, information technology and so on. When coach manufacturing companies actualize the strategy of customer relationship management, they need to combine it with their characteristics. Companies must promote the enterprise culture and improve the quality of human resources as the key point. In addition, they should select the management software flexibly and make reasonable arrangements scientifically.
Key Words: Customer Relationship Management; Manufacturing Industry; Coach
客车制造行业由于多采用经销商代理的方式，使其无法与消费者直接接触，了解消费者的需求。所以一个很大的突破口就是经销商，让经销商协助企业了解客户的需求。同时整合经销商手中的客户信息，当客户在进行咨询、维修等事宜时可以快速反应，提升客户的满意度。还有一种现今很流行的方式就是开通网络订单，让客户可以在网络上自由选择所需客车的配置、颜色等等，就像上海通用汽车公司所做的那样。通过这种方式可以第一时间了解到客户的需求，从而满足客户的个性化需求方案。另外还可以通过汽车会员俱乐部的方式，针对明确的目标客户群来进行沟通和互动从而获取销售机会。或者通过试驾活动、有奖调研、在线交流、车展、企业杂志直邮等其它多种方式，获得客户反馈从而了解客户需求。
在客车产品和服务同质化程度不断提高的背景下，谁拥有客户，谁就拥有了企业的生命之源。因此，客户关系管理的重要性对于客车制造行业来说是不言而喻的。客车制造企业应充分运用客户关系管理，获取客户，提高客户的满意度和忠诚度，提高企业的竞争力。
