Application And Study Of Customer Relationship Management

With the coming of Internet, electric business is growing rapidly and the competition of world market is becoming more and more drastic. So the traditional business model stands enormous impulsion. Old 4P (Product,Place,Price,promotion) have replaced by modern marketing theory of customer relationship. The competition of future market has become service methods competition and developing customer relationship′s competition. In this"customer first"age, the study of Customer Relationship Management (CRM) becomes a new focus. How to catch the opportunity and meet to the satisfaction of the customer, and come true the"both win"is a real challenge. Customer Relationship Management, which is the combination of modern marketing theory and information technology, is helpful for serve enterprises to know and meet customers'needs effectively. Through delivering more value to customers, service enterprises can gain customer satisfaction and loyalty.Firstly, this thesis analyses the theory, origin, present situation in CRM, and explain the relationship between CRM and ERP, SCM. Based on actually case of Intime company , combining with actually application, studies and analyses customer management, data management and customer lifetime. At the same time the thesis analysis customer's detailed condition. Secondly, the thesis advanced that we must know the present and potential customer, judge accurate competitor's behaviors and take accordingly sell management measures.Combining the theory and the practice, the study uses the scientific methods to analysis and discuss the CRM situation of Intime company, and expounds the advantages from CRM, and put forward any improving advice and method along with the development of company. The author hopes that this thesis can take the role in improve the core competitive abilities through CRM.