The Application Research On Customer Relationship Management Faced Supply Chain In Machine Manufacture

Supply Chain Management(SCM) and Customer Relationship Management (CRM) comes and develops from the development of relationship and the revolution of information technique . It has influenced Chinese enterprises greatly since them were introduced into China. People in every industry began to study the theory of SCM and CRM ,or even to use them. Actually, as a natural science, enterprises in Chinese Machine industry try to perfect and develop CRM.. Competitiveness in machine industry become more and more fiercer after China become the manufacturing center of the world. If traditional manufacturing enterprises want to exist ,they must change from focusing in competitive to cooperating-competitive ,from self-center to customer-center. This article collect definitions of CRM in detail during every development period . It try to combine real cases to describe on SCM based CRM from several aspects such as Strategies , Organizations and Technique ,etc. It introduces the background and practical meaning of the subject selection analyzes the development outline of the domestic and overseas SCM and CRM theory. Through analyzing distribution and customer loyalty of manufacturing by real case of Chinese enterprises, this article summarize the experience of machine manufacturing in domestic and overseas. At last, according to the basic theory and principle of marketing and the CRM., combined with real domestic situation, it brings up operation projects of on based CRM in presented domestic manufacturing. The writer look forward to make some search in the application of CRM in manufacturing .