Strategic Studies On Customer Relation Management Implemented By Exhibition Enterprise

With unlimited potentials, exhibition industry recently advances dramatically. However, compared to highly developed exhibition industry in western countries, the industry in China log behind. Many an exhibition organizers lack knowledge of customer relation management (CRM), fail to improve communication with customers, and ignore customers' demands of interactions and individualism so as that losing customers. Therefore, the study of CRM is theoretically and practically vital for developing exhibition industry and CRM theories.By the application of comparison and demonstration this study will discuss essential and importance of CRM, analyze current situation and existing problem of CRM and propose tentative CRM strategies for exhibition enterprises. This study is comprised of two sections: The first section explains implement of CRM process in the aspect of strategic enterprise management including basic implementing strategy, back up system, and relationship between enterprise culture and CRM. The other section concludes the studies of CRM in the aspect of integrated system project including frame for CRM application, briefing functional requirements of CRM subsystem software and procedure of CRM application system.