Customer's Relation Probing Into And Studying

With the coming of a new round of technology revolution, the economics incurrent world is developing sharply into new economics aiming at theglobalization ,digitalization of enterprises' survivals and the nationalization ofcompetitions, represented by internet, knowledge economics and high-tech andcentralized in customers' demands;under such environment, customer relationshipis the niche of an enterprise in the new round of competition,the importance ofmaintaining customers has been recognized both in the academic fields andindustrial fields, customers with high loyalty have become the basic guarantee ofacquiring competing superiority, and making profits and continuous growth byenterprises. Enterprises should consider the management of customer resources thesame as the management of tangible assets, and this provides a performing stage forthe management of relationship with clients.All above is the background of the following paper, which makes a systematicdiscussion for the basis, target, application, and management flow and managementsystems of customer relationship management cited from the relative researchachievements all over the word by literature sorting.There are three sections. Section one makes a review of the marketing basis ofcustomer relationship management, namely the basic theory of relationshipmarketing, and on this basis, probes into the basic concepts and some importanttheories of customer relationship management. The dual meaning of customerrelationship management is shown through the discussion of the concept andimportant theories of CRM. Section two introduces the final target of CRM, namelyone-to-one marketing. Section three is the conclusion part, which discusses theapplication on the basis of previous two chapters.The aim of this article is to stimulate the domestic enterprises to realizethoroughly the thought and theoretic system of management about customerrelationship management and help, to some extent, the enterprises to carry out CRM.