Study On Designing And Demonstrating Of CRM Evaluation System In E-Business Environment

The way of enterprise's competitions and services has been changed by e-business. The achievements of sale, customer's satisfactions degree and customer's loyalty degree have become important indexes judging the success of enterprise. The emphasis of enterprise business management has moved from product to customer. CRM is of great importance, it can supply an effective way to success for those companies facing to global competition. It is just a short time since CRM research began in China, so that we have lots of problems to solve in the field of CRM research. In this thesis, the evaluation system of CRM will be paid more attention to.Lots of work in CRM has been done before. Basing on these works, this thesis begins with the concept of CRM, introduced study's situation and trends in overseas and domestic enterprises, extracts some important management theories of CRM, analyzes the problems which traditional CRM confront, confirms the target and character of CRM in e-business environment, discusses the functions, structure and implementing strategies. On this basic, this thesis designs an evaluation system which can supply an integrated evaluation to the CRM results in e-business environment, and does the demonstration study with Harbin XX Industry and Business Limitid Company.This thesis uses fuzzy comprehensive evaluation and AHP to evaluate CRM results. Considering four sides: customer relation, the effecting of intra-business, marketing & innovation and finance, which will give an important reflect to running of the enterprise. The evaluation system will give an objective and measuring reflection to CRM results in e-business environment. Thus enterprise can find the problems and faults from obtaining and measuring evaluation system's indexes after CRM running, as well as, which can supply the improve direction and foundation of CRM in e-business environment.