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随着我国成品油市场的开放,国内成品油市场的竞争越来越激烈。石油销售企业的市场营销与客户关系管理问题也越来越受到重视。本文基于客户关系管理在我国国有石油企业市场营销中的运用,分析了我国国有石油企业在客户关系管理中的不足,并结合我国国有石油企业现状,提出了改进其客户关系管理以加强企业营销能力的措施。结果表明:客户关系管理对我国国有石油企业的应用价值较大,能够有效提升其市场营销水平。当前我国国有石油企业加强客户关系管理应该从完善基础设施、改造业务流程等方面展开。
With the liberalization of China’s refined oil market, the competition in the domestic refined oil market is becoming more and more fierce. The marketing and customer relationship management of petroleum sales enterprises are also paid more and more attention. Based on the application of customer relationship management in the marketing of state-owned petroleum enterprises in our country, this paper analyzes the shortages of the state-owned petroleum enterprises in customer relationship management in our country. Combined with the status quo of the state-owned oil enterprises in our country, this paper puts forward some suggestions to improve the customer relationship management The measure. The result shows that customer relationship management has great application value to China’s state-owned petroleum enterprises and can effectively improve its marketing level. At present, China’s state-owned petroleum enterprises to strengthen customer relationship management should start from perfect infrastructure and transform business processes.