The CRM System' Research And Analysis In China-Enterprise Chengdu Branch

The dissertation is about "CRM (Customer Relationship Management)". Its study object, China Enterprise Limited, is an IT company which is engaged in serving corporation information construction. The objective of this study is that we will find out the inner problems by analyzing the situation of CRM practice in China Enterprise Limited at first, then we can use existing CRM theory combining the company's practical thing to constitute a set of available project through which we could improve management, speed up the increasing of profit, and build up competition advantage. During the study, we should hang the theory and practice together, recur to new CRM management idea (including organization frame, customer service system, customer subsection, customer value analysis, operation flow,"inner customer" management, performance evaluation, etc.) based on information technology, and bring to bear the SWOT Analytical Method in Strategic Management, Promoting Theory in Organization Behavior Study, and Performance Evaluation in Human Resource Management, etc. The particularity of the dissertation is that the study object, China Enterprise Limited is an ASP (Application service provider) whose hardware base is IT and soft circumstance is its original service idea, which fully shows its own superiority of depending on the Internet information in CRM practice. The "Trouble Shooting System" is the study focus. It is a modularized database system based on Windows NT. Its main function is to deal with submission on line, real time updating, and query, etc. The keystone of this study is that how could we use this "Trouble Shooting System" to put up CRM efficiently, and how should we renovate the management? According to this system's functions and the situation of customer service system in this firm, and combining the advanced CRM theory nowadays, from many points of view, we educed a set of enforceable project, and it is proved that this project is practical. It makes the stratagem transformation come true from products core to customer, and gains more customer, keeps valuable old customer, holds the marketing opportunities, exploits new marketing, provides the front sales with information resource and stable technology sustain, so to remain invincible in the drastic marketing competition. The writer's ultimate hope is gaining much communication and plenty practice experience from the craft brothers and experts, so that we can contribute to promoting the CRM development stratagem in our country.