| As science and technology advance and the market and environment keep changing, the theory and practice of sales and marketing has focused on 4P (Product, Price, Promotion, and Place), which developed to the 4C (Customer, Cost, Convenience, and Communication) , and further emphasized 4R (Retain, Relate, Refer, and Repair) , which have been discussed extensively in literature. In the present new trend of e-Commerce, utilizing the modes of network marketing and traditional marketing, customer relation management and mechanisms, and relational marketing mechanisms reasonably and proportionally to improve customer satisfaction and loyalty and create more profit for enterprises are the three aspects that constitute the research motive and main contents of this thesis. The physical objective of this research is to explore and study several important marketing strategies and their functions, analyze new problems and new viewpoints occurring during the implementation from the enterprise's view, analyze the overall structure of the customer relation management, study the impact of consumer's involvement and the combination method for different relations during the period of relation on the quality of the relations and the customer's loyalty, and the reasonable utilization of human resources in the modem marketing system. As to the research method, several assumptions were adopted for the economic behavior of sales and marketing, and data of individual cases were used for the demonstration analysis.This thesis consists of six chapters. Chapter 1 is the preface primarily describing the purpose and contents of the research, the method of the research, the way of thinking, and the structure of the research. Chapter 2 mainly studies the impact and application of the network marketing for e-Commerce and the marketing strategies and plans to the modern sales and marketing system and the success and growth of an enterprise, wherein it includes some experience and recommendation of the author of the thesis. Chapter 3 discusses the significance of CRM to enterprises, plans out widespread scheme of the CRM system and studies how to learn about and create customer's value. Chapter 4 analyzes the factors of therelational marketing related mechanisms including the relational integration modes, relational quality, customer satisfaction, loyalty, and evaluation, as well as the application of related human resources. Chapter 5 provides demonstration analysis by taking some companies as examples to collect data by interviews and questionnaires and use SPSS software for the case study analysis on the mechanism between factors in the CRM, and carry out the examination on related assumption. Chapter 6 describes the conclusion and recommenda-tion of this thesis including the contribution and deficiency of the thesis. Additionally, there are 4 appendices.This thesis roughly provides the following view points and suggestions in three aspects.1, Sales and marketing planning and strategy related method mainly includes:(1) We need to know about the situation and innovative concept in order to convert the traditional marketing mode to the network marketing mode. In the meantime, we also emphasize that brand positioning is a key marketing strategy and positioning in order to achieve the goodwill or"Mouse Reputation" (mice are used for the network marketing) .(2) We create several methods for the fast links to establish good customer response and an interactive network system including e-mail receipts, integration, and tracking functions.(3) We study and dram marketing plans and marketing strategies, classify and differentiate target customers, and establish personalized marketing targets and strategies.(4 ) Create a perfect purchase order system and a delivery system. 2% The CRM and relational marketing includes:(1) The core philosophy and change of our corporate culture are implemented first. The use of CRM implies a "Customer Revolution".(2 ) The collaborative CRM system including database, data warehousing, data mining...
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