The Function Model Design Of Customer Relationship Management System For The Small And Medium Sized Enterprises

The development of the information technology brings to enterprises both opportunities and challenge. Quality and price are no longer the competitive advantage in market competition. And customer relationship management has become the key to winning the Enterprise.The thesis briefly introduces the reason why CRM came into being and connotation as well as the system structure of CRM at first, and analyses the characteristic of SMEs such as smaller scale, simple organizational structure, limited resources (fund, personnel and technology etc.) , imperfect information facility and management. But SMEs need to expand service for the market has changed and demands of customers become more individual, so it is necessary to implement the CRM in order to realize the integration of service management, shorten the sales period, enhance working efficiency, optimize work flow, and provide credible and scientific policy-making basis for the leader of enterprises.Then According to the SMEs'own characteristics, the thesis proposes the demand about CRM applying in SMEs that CRM should have simple and practical functions and short period for implementation, satisfy the need of enterprise, can be maintained conveniently, have high stability and quick speed, and expand the functions easily. And the thesis also proposes SMEs do not have strong need towards channel management, the CTI integration, the electronic commerce and so on for the reason of scale, technology and fund though comparison with the CRM in large-scale enterprises and the functions of SEMs CRM mainly locate to the marketing, sale and customer service.Finally taking some a diesel engine plant as the example, through the analysis on its marketing condition and the problem which appears in the customer relationship management, the thesis obtains the CRM function demand that the plant needs, and then designs the function model. It points that SMEs need to choose suits of function module which suits the development of enterprise according to its actual situation, and provide the model for other SMEs to implement CRM.