A Case of Client Database in Client Relationship within Chinese Automobile Manufacturing Industry

Abstract

This article takes China Dongfeng Peugeot Automobile Corporation Ltd. (DPAC) as the real case, researches the data source of client needs in the client relationship and takes the practical application process of client data base in market strategy. It introduces in detail about the main client data source, which includes ABCNet (DPAC's special net), satisfaction investigation form, hotline, network, motor show/cards and so on. Then it describes in detail the application of client data base in potential client activity with private attribute, client activity with private attribute, potential client activity with corporation attribute and client activity with corporate attribute separately. At last it introduces how this corporation establishes the relationship between clients and brand.