Logistics Enterprise ICRM Project Risk Management Research

With China's accession to the World Trade Organization (WTO), Logistics industry has entered a new stage in its opening up. A large number of foreign owned logistics companies come into deomestic logistics area, who stand higher level both on construction of logistics information and usage of software management compared with domestic logistics enterprises. Therefore, it becomes pressing on information construction for China's domestic logistics enterprises. As the coming period of economic globalization, consumption diversity, flexible production, efficient distribution, customers expect higher to logistics service. Accordingly, more and more native logistics enterprises start to focus on how to be customers oriented, how to increase customers'satisfaction and how to improve the overall competitiveness of domestic logistics enterprises.ICRM(Intelligence Customer Relationship Management) is an advanced management philosophy. From the view of management theory, it is from the marketing theory called "Customer Oriented". It puts forward a new management system which can improve the relationship between customer and enterprises.From the perspective of the solution, it is the use of information technology to the marketing of the advanced scientific management concepts integrated into the software.In the computer age of the customer relationship management system should be based on modern information technology as a means between the client and the enterprise to establish a digital, real-time, interactive communication management system.But in fact, CRM implementation success rate was lower.According to research of Gartner Group, about 55% to 75% amount of CRM systems can not meet the expectation.This paper is writen based on the character of CRM's implementation in logistics enterprises. It shows the qualitative risk identify and the risk evaluation. On this basis, the risk of the project should make appropriate responses. The paper first proposed topics of study of meaning and analysis of the status quo at home and abroad to introduce the subject of research content, articles, frameworks, research methods, technological lines and innovative point of this article. Secondly, on the basis of project risk management theory and CRM projects were introduced, and logistics enterprises an overview of the implementation of CRM projects were analyzed;Once again, the logistics enterprise CRM project risk management in accordance with risk identification, risk assessment, risk response sequence of the relevant theoretical research, introducing the relevant theoretical approaches. Finally, the paper take an example through China Shipping Container Lines Co., Ltd. Qingdao CRM projects, according to their own practical experience and theory, introduced the project risk management, identification, assessment, response measures, specific methods of practice.The paper also aims to tap the ICRM examples demonstrate the inherent project risk management rules to guide ICRM project risk management.