Research On Customer Relationship Management Of Sunrider Company Ltd.

With the transition from seller's market to buyer's market in China, and greater abundance in products and services, especially the rapid development of information tools and channels, customers have greater options towards products and services, their choosing abilities are being intensified. So how to grasp customers' needs and respond to them quickly becomes the focus of competition among enterprises. Enterprises need to optimize their profits by reaching the optimization of their relationships with customers. The implementation of Customer Relationship Management is the best approach to achieve the objective. With the research of the Customer Relationship Management in Sunrider Co. LTD, this paper analyzes the existent problems in the company and puts forward substantial the solution which includes recognizing, differentiating, keeping and developing customer and so on. With the series of implementation of introduction of CRM idea, restructure of business process and organization, training the team of customer management, and providing the support of CRM software and hardware, this paper helps the company build a complete CRM system. Based on this system, the enterprise can meet the needs of customers and strengthen communication with customers, and gain competition advantage.The primary contribution of this paper is to point out a way leading to perfect Customer Relationship Management, not only in their minds but also in their actions. Compared to other enterprises, Sunrider has rich customer data, corresponding management experience, and determinate support with IT department. The enterprise will witness increases in profits, customer loyalty and customer satisfaction, if it can implement the CRM solution following this paper's suggestion.