Study On Innovation Strategy Of Retails' Customer Relationship Management

The enterprises all over the world are undergoing a profound transformation, with the rapid development of society, especially the constant enhancement of IT and the global economy integration. In the increasingly competitive retail market, changes are demonstrated in two aspects. On the one hand, differences between products diminish gradually while consumer's concept advances tremendously:the attention of the consumer, instead of price, quality and brand etc., has been turned to intangible value such as serving quality and attitude. On the other hand, with the sharp increase of enterprise inside and outside data amount, it is difficult for an enterprise to find out a discipline according to the data distribution or carry out the analytical decision-making. Therefore, enterprise must be backed by new technique to obtain the concealed discipline and pattern from the customers'information intelligently in order to provide support for decision-making.This paper will start from the theory of customer relationship management, summarize research status, trends, and thus give the definition and value analysis of customer relationship management for retail business. Then based on the combination of Wal-Mart and Watson's successful experience in customer relationship management, this paper will point out restricting factors in customer relationship management for retail enterprises-outdated management philosophy, defects in organization structure, unstable technological base, etc. Discussions will be carried out accordingly.After in-depth analysis of data mining's role in promoting to customer relationship management, this paper will propose a more complete data mining-based retail business strategy for customer relationship management innovation, with the logical structure of information technology, decision support and marketing model as the base, the "customer-oriented, knowledge-shared, data-driven, network-supported" as the core. Based on the reality above, this paper will build the system model and put forward a new evaluation index for customer relationship management with the main line of customer relationship.Finally, the paper will conduct in-depth analysis in case study of Carrefour (Taiwan) under the theoretical framework, aiming at identifying the application of strategy in business guide and customer relationship management support, and then related proposals will be given.Retails'customer relationship management innovation will take a long process of research and practice. Ultimate goal of this paper is to help companies get inspired from the results of this research and solve some practical problems.