The Study Of The Custome Relationship Management Of The Middle&Small-Sized Supermarkets

CRM is an effective way to balance the maximum value of customer & the maximum profit of enterprise by particular management of the relationships between enterprises & customers. Customer relationship management is always a difficulty in the retail enterprise practice, especially for the middle & small—sized supermarkets-the particular retail enterprise forms. With facing much more scattered & unsteady customers, because the middle & small—sized supermarkets are weak in their information technology, they have a difficulty in collecting rich customer information & relative data, with the result that important reflection form of Customers relationships management-"one to one market" can't develop effectivelyForm having the theory of customer relationships as a base & the much more detailed analysis of the middle &small—sized supermarket's managerial characters & customer characters, the paper trys to discuss the Customers relationships managerial pattern & executive strategy referenced by the middle & small—sized supermarkets, so that it can give good service to the middle &small—sized supermarkets management.Beginning with the demonstration of Customers relationships managerial theory, the paper introduces the Customers relationships management's concept, relative definition & the states of theory related to it at home & abroad, so it lays a theoretical basis for the following analysis . Then, the paper moves to analysis the domestic retail enterprises' managerial states & state the necessity of the Customers relationships management for the middle &small—sized supermarkets. Following that is about inquiry into the relative concepts of customers' contented degree & the ways inquiry into it. Theoretical & Practical It analyses the styles of the middle & small—sized supermarkets action characters & customer relationships, then puts forward three customer relationships styles: basic style, positive style & one to one style. From the paper, three managerial patterns of Customer relationships in the middle &small—sized supermarkets are concluded: property level pattern, social level pattern &structural level pattern .The paper also studies the characters of customer relationships management of three styles respectively, the better of which asks for feasible strategy to support. From the following five aspects: attaching important to strategically level management of the customer relationship; fitting for the enterprise business process' re-making of the customer relationships management; finding a using of customer's data; using effectively exchange troops; re-making of the enterprises' culture ,the paper states the necessity of five strategies executed in the process of the Customers...