Modern Enterprise CRM Research

Customer Relationship Management(CRM)became a hot topic again, which enterprises all over the world focus on, especially when E-Commerce makes for stagnancy and the enterprise's competitive ability and profit are challenged severely, CRM , as a fundamental management problem, has been a critical factor for a enterprise to face the challenge. IT provides the technological supports for CRM. On one hand, enterprise can integrate the customer information through carrying out CRM, and provide the fast and high-quality services for the customers so as to attract and maintain more customers; On the other hand, the advanced enterprise management concept based on CRM can be applied to optimize the enterprise's business procedure and make the enterprise continuously obtain profit.At present, China now is getting the combination with the global economy, the competition Chinese enterprises are facing will be more and more acute along with the China's entering into WTO. There is no doubt that CRM, as a advanced means of combination of the technology of management and IT, will make a great contributions to improve the competitive ability of the enterprises.Beginning from researching on the main reasons of the occurrence of CRM, this article mainly focuses on analyzing the management theory contained in CRM; discussing the main content and organized system of CRM in details; putting forward the critical requirements and procedures of earring out CRM successfully according to the practical conditions of our country; discussing the problems and ideas existing in the development of CRM in Chinese enterprises based on the analysis of the achievement of implement of CRM in ORACLE co. and SHANGHAI GENERAL MOTOR co.