A Study On Customer Relationship Management Of Electronic Commerce

The worlfl economy entered E-Commerce era., with the fast development of Internet and the gradual maturity of the market. Product oriented and sale aimed market strategy has been replaced by customer oriented and service aimed market strategy. Only the enterprises, which can grasp customer requirement, strengthen the relationship with customers, well predict and manage customer resource, can win the advantage and prevail in the drastic market competition. The value chain joined with enterprises, suppliers, distributors and customers became the core of competition between enterprises. So CRM is the key to succeed in the E-Commerce era. At the same time, the development of information technology and the evolvement of CRM made the development of CRM change quickly and appear some new forms, and the forms offered many new ideals to enterprises, in spite of that hasn't changed CRM tenet in essence. Electronic-CRM is one of the new forms, which produced by EC and based on Web.The article firstly introduced the background of CRM and expatiated the reason and intension of the development of CRM in EC further. Secondly, it discussed the content of CRM under EC environment, and put forward the function of eCRM as well as the structure to realize the function from analyzing the goal and new trait of eCRM, then predicted the integrating tendency of CRM, SCM and ERP. Thirdly, it gave some requests and measures about the implementation of eCRM at the angle of management, then, demonstrated the implementation of eCRM taking Shanghai EHOUSEE for example, in addition, summarized the problems during the implementation of eCRM. Finally, the paper emphasized the important role of people and corporation culture in the implementation of CRM.