Research On Mechanism Of Effect On Enterprise Benefits By CRM

In the new economic era, the enterprises are experiencing the change from the product-centeric to customer-centeric transfer , the enterprise scale,fixed capital,the distribution channel and staff of the former representation of the enterprise competitive advantage are no longer the key factor to the enterprise placing in a leader position in the competition.With the appearance of new competitors and new opportunity ,enterprise that depends on the customer to exist has to demand master how to treat different customers, and ask related system for help,meet the need of the customer roundly, strengthen the attraction to the customer.As an important condstitute part of the enterprise information building and the competitive strategy is established in the internet and the information technology, the CRM becomes the important path that arouses the enterprise development, strengthens the enterprise competition ability and raises the enterprise performance. The various data and example prove that the CRM has a remarkable and positive impact on promoting economic performance existence of the enterprise .However, not all of the enterprises that implement CRM can get an ideal result and promote the economic performance of the enterprise.The reason is that the enterprises don't understand the operation of CRM and lack correspond theories to guide.How the enterprise valid exploites the CRM to srengthen the competitive advantage and improves the enterprise ecnomic performance?How the CRM brings bring the performance and raises the economic performance of the enterprise ? Lacking a more explicit theories to guide, resulting in the blindness constuct of the CRM. So, this research has the important practical and academic meaning.Just under this background, the paper analyses the mechanism of improving the ecnomic benefits by CRM base on the customer section in order to explain how CRM promotes the benefits of the enterprise.This paper chooses the customer department in some medicine manufacturing enterprise as the research object. The article contains six parts. The first part is introduction. It elaborated background and meanings of this paper research. This chapter summarized the study about the CRM and the enterprise ecnomic benefits at home and abroad at present, and made sure the thesis basic contents and structure.The second part, at first, studied the environment of the traditional customer management in order to define the main jobs of the traditional customer department. We can know what to do at next step only if we know definitely the customer management.And then the article define the CRM content , and carry on a detailed description to the content and method of the CRM.The third part, the author finds out the variety of the customer management work ,by contrasting the customer management work between the front and back of the CRM. Then ,clarify the influence of the CRM to the work variety, through researching the variety of the customer management work. At last, analyze the influence of the CRM to the enterprise benefits ,mainly including a few angles : the efficiency of the management work , the circulation cost of the management work,management level, customer satisfaction,the sale and so on .The fourth part: Mainly study the influence of the CRM to the economic benefits by the quantitative analysis method .At first ,the author describes the reseach method. then, builts up th index sign syster of the CRM -enterprise ecnomic benefits according to the description of the ex-two chapterses, and describes the research process in detail. The end, the article got the conclusion that the CRM have a promoting function to the enterprise ecnomic benefits.The fifth part: The research on mechanism of enterprise ecomic benefits promoted by CRM. First of all, the author finds out the key influencing factors that alert the customer management work,and clarifys the influence of the CRM to the work variety. In the end, explain the mechanism of improving enterprise ecnomic benefits by CRM.The sixth part: taking the CRM item data of the medicine enterprise as a premise, to carry on the verification analysis. The last part is the conclusion, included the research result and innovation, and carried on the outlook to the future research direction.21 century is an information age. With the globalization trend of economic competition and the great power of knowledge, the enterprise faces not only the opportunity but also the challenge. The fierce development of the calculator technique,the network technique and micro-electronics technicque, make the information break the time-space limit, the customer can control completely choose who,when and how to choose, the customer choice get away from traditional geography restriction, the customer has higher request towards getting service anywhere and anytime, the customer request to the quality,characteristic and value is more fastidious.All these request the enterprise organization carry on the continuous adjustment and change to adapt the variety of the external environment and acquire competitive advantage.In the vigorous market competition environment nowadays, the enterprise wants to exist and development, it has to put the customer management to the agenda, making the customer management as the important strategy. But how the enterprise actually valid implement CRM, this will return that how the CRM operate and how the CRM raise the economic performance of the enterprise, this is exactly the textual purpose. This text clarified the mechanism of influting enterprise benefits by CRM.