A Study On CRM Of Small And Medium Enterprise

Staring from the early 1980s, more and more entrepreneurs and researchers are interested in client's satisfaction and loyalty, for client's mature consuming attitude and the trend of product homogeneity, which has brought a lot of competitive pressures on the small and medium enterprise in particular, force them to do survey and analysis on the client's behavior as well as the enterprise's behavior.Under such circumstances and with the progress of information technology, a new management mode - client relation management (CRM) - emerges and its ideas and systems are immediately taken by many enterprises. According to its information capacity, CRM is divided into three kinds - enterprise-level CRM, department-level CRM and small-firm CRM. The latter is especially in a great demand when there are so many small and medium enterprise inferior in the competitive market and, as a result, how to develop and apply a system to help the small and medium enterprise has become an essential and significant topic for all the researchers and economists who are interested in this field. For the above reasons, this thesis makes quite a few case analyses, from self-aid exploration view, on CRM strategy designs and application methodology to help small and medium enterprise, especially those Chinese ones.This thesis is composed of five parts. The first section, by analyzing CRM background and current development, puts forward the concepts of client life cycle (CLC) and client contact point (CCP), as well as CRM definition and connotative meaning, with which it further looks into the management of the small and medium enterprise and demonstrate their strong and week points respectively.The second section analyzes the practical demands in the aspects of client contact point, business process and technology requirement, then illustrates on the four fundamental elements of design in the small-firm CRM - information, process, technology and human resources, among which the human resources is the most significant and crucial issue. In terms of the system design, there are also four procedures: first, system structures, mainly including operation CRM and analysis CRM; then system function modules, followed by network structures, database and technology requirements. It emphasizes a lot on the CRM system function modules, containing marketing management, sales management, client service and client's support, and client management. Besides, it briefs on some other important features of this CRM system, as well as the concept and trend of investment return. The third section introduces the CRM application modes in the sequence of applicative feasibilities, key points, predicted problems, successful conditions, aims and procedures. It points out that the prerequisites to the application is to select a right CRM mode, and that the key issue for success is the leader's support and employee's participation. Naturally the aim, by pinpointing the client-centered management idea, to cut down the cost and promote the profit as much as possible.The fourth section is a detailed case analysis of Hefei Aoshi Company with proposals of technological solutions for its self-aid applications.The last section reaches the conclusion that, with the progress of network technology, CRM mode for the small and medium enterprise should go further towards intellectuality and simplicity.The unique and creative pointing this thesis is that it lays equal emphasis on the four elements of information, process, technology and human resources in the CRM mode design for the small and medium enterprise.