The Study On Integration Between CRM Strategy And Corporate Culture

With the increasing trend of global economic integration and the highly developing of information technology, the traditional pattern of enterprise operation management has been greatly changed. The commercialization and homogenization of the product and service, as well as the trend of diversified customer needs require that the operation management idea of the enterprise has to be fundamentally changed . CRM provides an operative scheme for enterprises to achieve this goal, ie, enterprises should shift from "product centered" to "customer-centered", because it is in favor of effectively developing and making use of customer sources, opening and cementing a good relationship between customer and enterprise and maximizing the value of the enterprise-customer relationship and therefore fostering and increasing the core competing power of an enterprise. However, quantities of empirical research show that when enterprises carry out their CRM strategy, they will meet a series of problems and difficulties and by a lot of literature and empirical research we find that one of the important reasons is that the CRM strategy does not fit the enterprise culture, that is to say, no enterprise culture has been developed to match the CRM strategy.Therefore, how to well deal with the relationship between the CRM strategy and the enterprise culture and to realize the majorized integration between them has become a significant subject that the academic and business fields have been discussing and researching . Based on the general background, this paper does quantities of document search by some scholars at home and abroad to understand and analyze the researching movements, existing problems and developing trends about CRM theory, enterprise culture theory and the theory of the integration of CRM and enterprise culture, and the current situation together with the integration defects of the relationship between CRM strategy and enterprise culture. As the main obstacle to carry out CRM strategy is the failure to develop enterprise culture to match it and this goal can be achieved by correctly understanding and researching the profound relationship between them, this paper goes on discussing the relationship between CRM and enterprise culture on the basis of CRM theory, enterprise culture theory, including an analysis of the fundamental relationship between CRM strategy and enterprise culture and the importance of the integration of...