| In the modern furious marketing competition environment, the increase number of competitors, the diversification of business and the globalization, makes the competition between enterprises more and more furiously. All of these factors force the enterprises drive their business administration model and business operation model strategically from the traditional "product centralization" to "customer centralization". The customer is the key essential of success and main benefit resource to an enterprises, only to make continuously effort to understand the customer's needing through by all means and obtain the benefit by increasing the customer's satisfaction level can make an enterprises a always winner in the market competition.The core thought of CRM is the centralization of customer, this thought must be infiltrated into every part of the administration of an enterprises. The tenet of CRM is to improve the relationship between the enterprises and its customer, to make the customer realize the existence of the enterprises by any time, to make the enterprises know the change of its customer in time and strength the loyalty of the customer, which brings the higher benefit and development space of the enterprises.After 3 times re-combination, China Telecom has changed from a complete monopoly enterprises to a competitor in the market. In the transition process, China Telecom needs to use its advanced administration mind to improve its administrative level, improve the relationship between the customers in order to occupy the leading position in the market, and then improve the core competitive ability and benefit to achieve its leading position in the whole industry.This thesis bases on the business operation character of telecom enterprises, tries to use PHP and MySQL and CRM administrative mind to constitute a system which is suitable for telecom enterprises with CRM system. This system can record the customer and the enterprise's product information, summarize the incoming of the customer and other industries and the enterprises'internal marketing unit and channel dealers, then analyze the incoming situation step by step in order to provide the strategically date for better understanding to the customer, detailing the market, making marketing strategy and the enterprises internal centralization. The usage of CRM system in telecom enterprises has become the basic factor of obtaining the customer and the key factor of winning the furious competition in the market. The study of the usage of CRM in telecom enterprises, which this thesis is discussing, has significant realistic and practical value. |
