AbstractsBusiness Management & Administration

The customer relationship management (CRM) is valued by every company nowadays due to its importance for companies’ future development. How to build and maintain the customer relationships proves to be a big and serious issue for each company no matter their size. After 10 years of development, Anhui WHYWIN International Co., Ltd (AHW) has made a lot of great progress and become one of the most famous companies in the foreign trade area in Anhui Province. In 2013, the company decided to go public and expand their business scope. These big decisions will affect many issues within the company including the CRM. Therefore, how to keep and maintain the current relationships with the old customers and build new relationships during the expansion process will be a topic to be followed by AHW. The theoretical part of the thesis focused on the concepts and the implementation strategies of the customer relationship management. When it talked to the CRM strategies, theoretical and empirical parts are combined, aim to give readers a more clear understanding of the theory. The quantitative (a survey for employees) and qualitative (an interview with a manager) methods were used in the research, with the purpose of investigating the different opinions of managers and employees and their suggestions for the CRM of AHW. The research for employees was sent as a questionnaire via paper, and the interview with the manager who worked in the documentary department in AHW contained 10 questions. After the analysis of the result, combining with the real situation in the AHW company, it will be given some suggestions, with the hope to promote the better development of CRM implementation in the future.