摘要:The IMPORTANCE OF CRM FOR THE CONSUMER ELECTRONICS MANUFACTURING INDUSTRY AND OEM BUSINESS IN CHINA
abstract
Generally speaking,
Customer Relationship Management is essential and necessary for any organization no matter small or large. As a matter of fact, talking about Customer Relationship Management, it stands for and involves with many aspects such as
strategy, process, technology and system etc. However, this project main focus on customer relationship management system implementation in consumer electronics industry and OEM business in Hong Kong and mainland in China. Simultaneously, the primary objectives of this project are firstly, to conduct comprehensive industry analysis on consumer electronics manufacturing industry and find out the problems faced relating to the customer relationship issues. Secondly, to carry out data collection such as questionnaire to identify Critical Success Factors for CRM implementation in the organization. Finally, in order to recommend the appropriate CRM system to increase the profits or improvements of CRM implementation in organization eventually.
Through the results of questionnaire, it finds out that there is several success factors impact on the consumer electronics industry for a successful CRM implementation. These factors including CRM vision, CRM strategy, Top management, People, Communication and Project factors such as user participation, project team skills and so forth. And also it can identify the problems or issues facing with in the current CRM system implementation in the organization are related to Lack of cross-functional coordination, Communication and Lack of integration capabilities as well.
Finally, the findings of this project indicates that the Motivation to CRM system implementation usually refers to Customer satisfaction, Communication, connection, coordination, convenience, Profitability, Accomplish business tasks, Strengthen customer relationship, Decrease operational costs as well as Increase customer loyalty.
ACKNOWLEDGEMENT
First and foremost, I want to take this opportunity to express my sincere appreciation to all the people who has always helped and guided me in the whole process of project constantly. As a matter of fact, although, it is not easy to go ahead forward of each step, however, it is worth and valuable to experience every moment.
Especially, I also would like to thank my academic supervisor Dr. Kris Law, for her continuous support and patient guidance during my research and study on this
dissertation. Most of time, I was stuck in some problems to go forward the project, she always guides me and suggests me the right direction with kind attitude and patience as well. Without all her supports and encouragement, I cannot finish this project just on my own ability.
I also want to express my special thanks to all the module tutors in UK as well as IGDS teachers, professors and staff and my classmates. Without their kindly help and supports in learning knowledge and daily life, I could hardly finish my studies.
Last but not least, I also appreciate and express my special thanks to the supporting and encouragement from my parents and sister as well as my friends all the time during my study in Hong Kong.
This experience makes me grown up and become maturity, and also is the most valuable memory in my whole life journey, I enjoy it and thanks very much.
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