Study On Customer Relationship Management In Service Enterprise

With the trend of the integration of world economy,rapid development of free market and the customer demand diversified and changing,many service enterprises feel the intensification and mercifessness of market competition.Especially in China,service enterprises's total development and services marketing ideas lag behind the demand of the international market copetition,and far less than the development strategy demand of the opening-up policy and the connection to the international market.Hence, they need to maintain good relationship with them,and creative the value for customers.To maintain good long-term customer relationship and therefore earn competitive advantage and long-term profits,service enterprises need manage customer relationship to construct and develop good customer relationship.At first,the paper analyzed the the relationship between enterprises and customers,and then pointed out the object of CRM-building and developing the relationship.At second, the author pointed out the necessity of customer satisfaction,for which enterprises must offer enough value to customers.At third, the author analyzed the process of customer relationship trough chiocing objective customers and analyzing their needs.At forth,the author analyzed the developing of customer relationship.enterprises can develop customer relationship from two sides.At last, the author analyzed the characterristics of the whole progress of customer relationship developing,established the Markov process model of the customer relationship and obtained the function of Custeomer Lifetime Value(CLV) which is helpful for CRM to realize the prifits of the both.