Study On Customer Relationship Management In Electronic Commerce Environment

With the times of Electronic Commerce arrival, the management mode in the enterprise and the personal life-style has changed much. Enterprises are inclined to be virtual organization, and the individual are inclined to be one who uses the commodity. Under this background, the traditional Customer Relationship Management reveals out its defect gradually. It already can not adapt to requirements of Electronic Commerce. The studies of Customer Relationship Management in Electronic Commerce environment are just for the need of enterprise and customers in the Electronic Commerce times. The studies of it have deep significance.The main body of the article is divided into six chapters. Chapter one is preface, summarizing the background, purpose as well as the main studies; 2nd chapter mainly introduces background, definition, target of Customer Relationship Management as well as the defect of the traditional Customer Relationship Management, and then introduces definition and characteristic of Electronic Commerce. At last, it introduces the environment in EC, the expansion of customers and the new advantage about CRM. 3rd chapter first confirms the need of the architecture, and then establishes the ideal architecture of Customer Relationship Management. This architecture includes the function module and the technology module. There are marketing, selling and serving in function modules as well as customer information system, data analysis and basal technology in technology module. 4th chapter brings forward "the funnel- fish jar" model first, and then introduces the application of "funnel- fish jar" model. At last it evaluates the "funnel- fish jar" model. 5th chapter first analyzes the CRM rule of implementation, including the implementation rule, the step as well as the key question, and then proposes some measures.6th chapter has summed up full text.In brief, the main body of the article firstly studies the theory of Customer Relationship Management and Electronic Commerce. And then it establishes Customer Relationship Management system and its module according the soft and hard environment of Electronic Commerce. Besides it gives some strategies about the implementation and application of CRM.