Research On Theories, Methods And Applications Of CRM

Customers become more and more important in e-commerce epoch. Only by grasping the customer demand and improving the relation with the customer and developing the customer resource efficiently, can enterprises gain an advantage. The customer relationship management (CRM) is the key of success.The paper first gives a preliminary analysis on the emergence and the development and the fuuire of CRM from the historical view, and discusses its meaning, characteristics and functions. Then we give a general frame of CRM. The paper analyzes the customer relationship particularly, and brings up the concept of customer relationship lifecycle, which comprises six phases: exploitation, socialization, development, maturation, downfall, interruption, and resumption; accordingly we give the process flow of CRM, and provide the method of process reengineering of relative businesses.Secondly, the paper builds the model of the customer lifetime value management in microcosm, to calculate customer's value in a life cycle of customer. We build the value chain of customer relationship management in macrocosm, which considers CRM from a supply chain view and can improve the core competence. The paper describes the environment of business intelligence in CRM in details. We analyze the technique and the process of data warehouse (DW) particularly. After studying the process of data mining (DM) deeply, we give a model of life cycle which is made up of six phases and four levels.Finally, the paper studies the integration of CRM with other information systems, especially with enterprise resources planning (ERP) and supply chain management (SCM). Also the paper gives an analysis in detail on the difficulties, the key problems, the emphases and the performance of CRM. And more we give a CRM design of the industry of telephone communication.