A Study On Customer Relationship Management In Retailing

Along with the rapid development in china retailing, retailers from developed countries are coming into the retailing market in china in a greater scale. The competition is becoming more and more drastic. Consumer's behavior and shopping psychology are also changing greatly. How to meet customers' need, how to build relationship with them , how to satisfy them, how to increase their loyalty,how to increase retention ratio, all of these questions are becoming the key to a retailer's existence. As a combination by modern marketing concept and the latest information technology, CRM(Customer Relationship management) plays an important role in finding, meeting costumer's need and delivering more value to them ,so that the company can satisfy costumer more easily and get more costumer value in return. This thesis aims at the analysis of the principle of CRM and its applications in retailing, but not involving a lot of technical detail, so it can be used as a reference for retailer's CRM decision. The content of the thesis include a review on the theory of CRM; a feasibility study of CRM in retailing; a study on problems and solutions of CRM in retailing; the construction of CRM system in retailing; customer needs and shopping behavior; the life time value of the customer; how to acquire new customers, how to carry out crossing sale in retailing,the customer satisfaction and loyalty, etc. In the end some proposals are made for the retailers in china who want to adopt CRM.