CRM Of Apparel Enterprises Under The Network Condition

This paper will present a clear description of CRM ' definition, the background of its origin, the significance and values of putting it into practice, and analysis its system and functional module. The paper also sums up the use of CRM in apparel industry and some limiting factor of putting it into daily use in Chinese apparel enterprise.Focusing on the flowing structure, the market structure and the competitive environment of apparel industry, under the network environment, the professional functional modules of apparel industry are studied especially with an emphasis on the strategies of market management, sale management, customer service, supporting management, the commercial intelligence of CRM and decision-supporting system (DSS). By analyzing the overseas CRM case of apparel industry, its successful reasons and the mode were summarized. By making a comparison between the domestic CRM and its modes with those aboard, the suitable CRM mode to our apparel industry was found. And a reasonable CRM mode under the network environment was pointed. According to this mode, a certain apparel company was supposed and a project of how to put CRM into practice will be given.Some conclusions are shown as following:1.Under the network environment, to combine with the traditional industry (such as apparel industry) is helpful for the CRM to develop steadily.2. At present, the domestic apparel enterprise can't really operate CRM on Internet, but we can realize the actual CRM by trying parts of CRM at first, to use the CRM mode that combines the primary internet marketing.3.The individual CRM can't meet the customer. The CRM is a extend to the customer from the ERP. Integrating the upriver resource during the supplying chain, the actual CRM must be related to the information from the logistic, marketing and service division of the enterprise.4. The Internet is a effective carrier to collect customer's information .The website of apparel enterprise should not be only a propagandistic tool or just to collect information. To combine Internet marketing is a good choice to collect information effectively.5.While establishing the website, the future ability to update is important rather than if the function and technology is the most advanced.