A Research Of Customer Relationship Management Of Modern Enterprises

In modern global market, buyers' market play a dominant role. To catch up with the kind of trend, more enterprises focus on "customers" instead of "products" as they did. Meanwhile, most enterprises only take emphasis on appealing to new customers and neglect to hold existing customers. Accordingly, the marketing cost have increased. The strategy of Customer relationship management(CRM) aims at holding existing customers, not wining new ones over blindly.For companies the best solution is to build up CRM system, strengthen the understanding of customers and provide all-over service for them through information technology. By reengineering the business process to integrate the customers' information resource and carry out the share of customers' information resource inside the enterprises, CRM improve on the customers' value, satisfaction degree, profitability and loyalty. As a result, CRM can attract more and more customers and maximize the profit. The explain on CRM vary. This article has pointed out that the correct meaning of CRM is (1) a kind of idea of modern management; (2) a set of resolution; (3) a set of applied software system.Almost all CRM software systems include modules such as market management, sales management and customer service and support (covering call center). Other include the function of decision-making and analysis. Marketing management is to break a new path for sales. Sales management can put SFA ( sales force automation) into practice, cut the sales cost and raise the profit. In CRM, customer service and support start from call center and Internet. At the same time, CRM provide some tools for analysis.Then the article set forth the problems on the way to carry out CRM. Based on the experience and lessons from other companies, the author has brought forward the strategy which domestic companies should take in the course of implementing CRM. Finally the author suggest the CRM plan to Mayinglong Pharmaceutical Co., Ltd.