| With the market competition becoming increasingly fierce, more and more traditional enterprises operating system could not adapt to the dynamic customer management, updating management model has inevitable, service and quality of the meaning of the concept of an unprecedented improvement in the new expansion, so that customers Products and services are to be the same attention.Customer Relationship Management (CRM) as a the new management mechanism to improve the relationship between enterprise and client has been generally recognized and applied by the global business community. Although the understanding of the various sectors of the CRM is not the same, they all agreed that the era of e-commerce, and information technology, rapid development and wide application expedite the implement of Customer Relationship Management System. It can be said that CRM system is a new management ideas and the perfect integration of e-commerce technology.This paper introduces the concept of CRM, background and current application. Using SWOT analysis method to analyze the internal and external reality of Goldyip, to demonstrate the importance and the feasibility of CRM practice in SMEs. The paper integrated Accenture and Buttle, comprehensive analysising from the the trunk capacity of CRM and supporting capabilities of CRM and other aspects of Goldyip in the CRM business process to come to the conclusion that Goldyip's current customer programming ability insight and customer Interactive is weakness. Finally, the paper conclusions for the analysis, put forward some suggestions for improvement, in an attempt to help Goldyip to improve the understanding of CRM, to enhance the level of CRM to help companies find a suitable method of development. Finally, the paper in connection with conclusions of the analysis make some suggestions for CRM improvement, to help Goldyip to improve the understanding of CRM, to enhance the level of CRM, helping Goldyip to find a suitable method of development. |
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