汽车行业的特点决定了其CRM复杂程度远高于其他行业:信息化水平较低、业务复杂度较高、客户接触频次低、大宗消费特性、较少的直接客户接触点在汽车厂商和经销商之间,DMS系统(经销商管理系统)不但承担了销售和售后服务信息化的重任,也部分承担了PRM(合作伙伴关系管理)的职能。随着汽车后市场的日渐兴起,厂商开始逐步重视客户关系管理(CRM)的理念、规划、系统和实施工作,部分厂商开始在DMS上叠加CRM功能,也有一些厂商愿意基于DMS开发独立的CRM系统(并辅以相关的运营团队),还有一些厂商成立了独立的CRM部门但却主 The characteristics of the automotive industry determine the complexity of its CRM is much higher than other industries: low level of information, high business complexity, low frequency of customer contact, bulk consumption characteristics, fewer direct customer touch points in car manufacturers and dealers In addition, the DMS system (dealer management system) not only undertakes the heavy responsibility of sales and after-sales service informatization, but also partially assumes the functions of PRM (Partner Relationship Management). With the advent of the automotive aftermarket, manufacturers have begun to pay attention to the concept, planning, system, and implementation of customer relationship management (CRM). Some vendors have begun to superimpose CRM functions on DMS, and some manufacturers are willing to develop independent CRM systems based on DMS. (And supplemented by the relevant operations team), there are some companies that have set up independent CRM departments but they are