Research On Customer Relationship Management Of Small And Medium-sized Foreign Trade Enterprises

The administration of customer relationship is a topic both antiquated and full of new intention for enterprises. As an old topic, customer relationship is always a core problem and one of the keys for success since people have business activities. On the other hand, as a topic full of new intention, customer relationship is enormous information resources of modern business activities for enterprises. At the same time, facing the trend of economic- globalization, Customer Relationship Management (CRM) has already become the core of IT and management technique in enterprises.The application of CRM in small and medium-sized foreign trade enterprises can help them change principle of management and workflow in order to provide better services for customers. The foreign trade enterprises are typical customer-central enterprises. Customers are the key point for enterprises' existence and development. With the opening of Chinese foreign trade operation right, the foreign trade enterprises can only survive and develop in vehement competition by providing better services. Therefore, with the highly developing speed of foreign trade industry, research on CRM application in small and medium-sized foreign trade enterprises has important practical significance.The dissertation combines two main study points of view (humanity management point of view and IT point of view) in CRM organically. Analysis, study and design the key modules of CRM in small and medium-sized foreign trade enterprises—customer's credit risk management, business conflict management, measurement of customer satisfaction. Finally take Shanghai A Medical Supply Co., Ltd. for example, introduce and analysis the implement of business conflict management which the author participated in.The innovations achieved: (1) Built foreign trade enterprise customer's credit analysis index system, analyzed customer information by Fuzzy Comprehensive Evaluation based on AHP. (2) Abstract and summarized business conflict caused by various reasons in foreign trade business, put forward the process model of business conflict management. (3) Analyzed original process of customer satisfaction in foreign trade enterprises, brought forward influence factors of customer satisfaction in them as well as built customer satisfaction model of foreign trade enterprises.Currently, research on CRM in small and medium-sized foreign trade enterprises is fairly rare. Both theory study and software development on CRM can't completely satisfy the development demand of small and medium-sized foreign trade enterprises. It is hoped that the research can provide a few new thoughts to help small and medium-sized foreign trade enterprises smoothly implement CRM that suitable for them.