Study On Communication Of Customer Relations

Customer Relationship Management started in 90s of twentieth century. Customer Relationship Management came from marketing, it's a new marketing management model that bases on high-developed informatics technology especially on Internet. Communication is the core and nature of Customer Relationship Management. At present, the view of academic and business focus more attention on the recognition of Customer Relationship Management and its communication from marketing, corporation management and informatics, lacking of study from Public Relations, it doesn't recognize that Public Relations between corporation and customer is the nature of Customer Relationship Management, which leads to the bias on the whole recognition of the nature mind and strategy of Customer Relationship Management, it can't learn that the core of Customer Relationship Management is inter-communication between corporation and customer, so that there is short of effective communication methods in the course of fulfillment of Customer Relationship Management, which is the important reason of bad effect after the enforcement of Customer Relationship Management. The article tries to study the communication of Customer Relationship Management from Public Relations, and hopes to widen the field of Public Relations, strengthen practice of Customer Relationship Management, especially the efficiency of communication.The article traces back some theories of communication with document. It reveals that CRM in the field of Public Relations is a kind of relations management and its nature is actually communication between corporate and customer public from the mind of communication, the aim of communication, the content of communication, the category of communication and the support system and etc. It puts forward that CRM actually realizes the aim to strengthen the procession of customer, the maintenance of customer, the customer loyalty, and the customer profits. It also puts forward the ways to understand and affect the act of customer by meaningful intercommunication.In order to reveal how to enforce the communication of CRM, the article puts forwardthe principle procedures of communication, which is communicate-affect-purchase, and systematic analyzes two principle communication models of from inner to external and from external to inner in the course of Customer Relations, and concretely analyzes the integrated principal and mutual principal in the course of enforcing the communication of Customer Relations, which puts out the communication procedures of Customer Relations furthermore.At last, the article systematic analyzes the methods of how to enforce Customer Relations, interprets the major meaning, concrete use of the methods of how to define object, the methods of how to design information, the methods of how to select communication channel, which provides basis of practice use for the communication of Customer Relations.The novel of theory and the value of practice are that they make a breakthrough of limitation of the formal study angle of Customer Relations. They inquire into the communication of Customer Relations Management by putting it aside Public Relations category from the macro and micro angles of Public Relations, which expands the fields of Public Relations and Customer Relations, therefore, they will widen the view of Customer Relations Management study, and they will strengthen the practice of Customer Relations Management, especially the efficiency of practice communication.