The Study On Customer Relationship Management (CRM) Strategies In The Context Of Internet Marketing

Customer Relationship Management(CRM) is a type of customer-oriented business model and strategy,which aims at maximizing the interests and benefits of companies and customers on the basis of building and retaining long-term relationship between them.The starting point of CRM is managing the relationship between the company and customers,and cultivating the long-term customer loyalty,the key is to get higher degree of customer satisfaction.The rapid development of CRM is pushed greatly by the internet economy.In one hand,the importance of CRM is highlighted in the new environment,in the other hand,the internet marketing ease the restrictions for the implementation of CRM,which provide the infinite power for the companies to further enhance business relations with customers.This paper combines related theories results on advertising,communication and marketing with cases analysis to provide some guidelines for the improvement of theoretical system and the development of CRM in the new environment.The reasoning of this study as follows.The first part is an introduction of research background,perspectives and the literature review of CRM and the methods and significance of this study.Chapter one is a summary of the concept,the theory origin,the development background and the theoretical basis of CRM.The connotation of customer satisfaction,the core concept of CRM is analysed in this part as well,including the values of customer satisfaction,its connections between customer loyalty and customer values.Chapter two puts CRM in the context of internet marketing,stressing the transformation of relationship between companies and customers,and the breakthroughs and opportunities for CRM which arise from the development of internet technology.Chapter three discusses the enhancement of customer satisfaction which aims at the characteristics of internet marketing,with efforts to promote the company's overall capabilities of managing relationship with customers, then analyses the valid strategies on the basis of this.The final part is a conclusion of this study.