The Research Of Enterprise Strategy Oriented By Customer Relationship

As an economic organization, enterprise has only one purpose that creative customer. The key of enterprise strategy management has changed. The change makes the enterprise strategy become oriented by customer relationship. The center of enterprise strategy is the customer satisfaction. The higher customer satisfaction and loyalty is, the higher enterprise capability of competition is, and the higher enterprise benefit is.Firstly, the theory and developing processing of enterprise strategy management is researched in this paper. The conclusion is that the consciousness of strategy management is very important to operate enterprise. The following, the concept and numerous theories of customer relationship management is analyzed. These theories have a same verdict that the most important resource of enterprise is the customer. Customer relationship management is the extremely important method of enterprise surviving in intense competition market. Finally, it is the conclusion that the development of strategy management consequentially brings on the enterprise strategy oriented by customer relationship. The strategy aims to researching and satisfying customer demand. To framing strategy need a spontaneity method, as a result, the framing and actualizing of strategy is a screwed type ascending process.It is discussed that the omnibearing reengineering of organization structure, business process, information technology and corporate culture is a thick-and-thin topic in the actualizing of strategy oriented by customer relationship. For the appraising and controlling of strategy, applying the balanced scorecard to build an evaluation indicators system can obtain preferable effect. The innovative theory on integrating customer relationship management into enterprise strategy management is brought forward in the thesis, and the enforceable proposal on the framing and actualizing of strategy oriented by customer relationship is tabled.