| With China entering into WTO, the competitive environment of all of enterprises in China is turning into global competition from local competition. Without doubt, the point is to strengthen core competition while Chinese enterprises face to the global competition. What can the enterprises do when they are in such a competitive environment? A most effective instrument is Customer Relationship Management (CRM).CRM is a management idea in modern enterprise's management, also a technology tool. It reveals the enterprise's strategy. CRM collects the information of clients by database and information technology, analyses the features of clients' demands and behavior, accumulates and shares clients' knowledge, supplies valuable products and service, develops and manages clients' relationship, trains long-time clients' loyalty, realizes the balance between maximization of customer's value and maximization of benefit of enterprises.This paper introduces firstly the conception and relational theory about CRM. The author took part in the implementation of CRM project of Hunan Southern Building Materials Chemical Industry Co., Ltd. She had read an amount of books about CRM. In the paper, author discusses CRM application in medium and small-sized enterprises depending on the case of Hunan Southern Building Materials Chemical Industry Co., Ltd, and puts forward correcting idea and proposes according the questions in implementation. She also establishes an information management platform for Hunan Southern Building Materials Chemical Industry Co., Ltd in the paper, so to promote the level of marketing and sales, to advance customer's loyalty, to strengthen its integrated competition. The author will be gratified if she can provide a reference case in the paper by researching CRM case of Hunan Southern Building Materials Chemical Industry Co., Ltd in order to push CRM implementation procedure of the middle and small enterprises in China.
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