Industry Material Enterprise Customers Relation Management Research

The 21th century is an era which emphasizes information and personality in awide range of the whole world. Chinese enterprises must accord to the newatmosphere and face the new challenge. It is the necessary way by which the Chineseenterprises establish the strong relation with the customers,inspire the potential ofthe customers' resource surrounding the need of the customers.Customers Relation Management(CRM)is a kind of advanced thought.Itrequires the enterprises cooperate with the process outside or inside and improve theservice level based on the direction of the customers. CRM pursues the systematicresearch with the help of the information technique to meet the need of the customersand improve the customers' royalty. The Chinese enterprises should put the system ofCRM in use, establish their core competitive ability, enlarge the customers' resourceas possible to face the challenge in the new economic time.The thesis introduces the introduction and development of the thought of CRM,generalizes the main theory of CRM,analyzes the present way in which CRM isused in China, forwards that the research of CRM in China must coordinate withthe fact of Chinese enterprises.Another key study point of this article is how to useCRM in industrial enterprises. With the research of the successful case, the thesisforwards the principle under which the Chinese enterprises apply to CRM constitutethe strategy which should be accorded to during the development of Chineseenterprises. Finally, the thesis forwards a series of concrete solution and developmentdirection for the Chinese enterprises using the thought of CRM with the AC companyof the fact.