Customer Relationship Management Problems And Responses, In Our Application

"Customer Relationship Management (CRM) ", this word is from the mostearly analysis company------Gartner Group, which is global most famous ITcompany ,it takes positive impetus function to marketing management research. Along with the marketing management theory evolution, transformation from the multiplex marketing to the whole staff marketing, vicissitude of the marketing idea, the consumer value choice changing, cause the application of Customer Relationship Management to take each enterprise's attention. But causes in the transformation army who each enterprise participates in the transformation army of Customer Relationship Management mainly some enterprises in the customer ,because of the value which the management system development or the implementation brings. Once the scholar speaking, IT corporation propagandizing, boss pursuing, but the present enterprises can apply CRM effectively lost. Why has the enterprise can succeed in obtaining the profit which the CRM system brings, but some enterprises only can withstand the nightmare of the CRM system defeated ?This article embarks from this matter of all the people concern, to carry on the big self-criticism to CRM, because of only then denying unceasingly only then bringing the affirmation, to bring the progress of the business management way. This article takes the main theory basis by the customer theory of value, takes the customer of the center as the principle of the CRM system implementation, draws out the CRM system flow based on the enterprise inside and outside influence as the CRM system development reason the construction. First from the theory system relation flow system, enables everybody to have a general understanding to the CRM system, can rapid changing to the CRM system actual discussion during. Second chapter mainly introduces the basis of CRM theory and development power, it is the reason that CRM theory proposed later could the rapid application practice in the short time. The value chain theory and the gamble thought are the basis of CRM theory, and establish the cornerstone. The fourth part is introduced the CRM implementation main body CRM system, this is the successful carrier and the external manifestation, the CRM system suits also is the external condition of CRM successful implements. The next chapter changes over to the reason research of the CRM implementation defeat, these are is the problem from 2001 to the present domestic, this also was one of goals which wrote an article. These questions mainly include the manager's question, the enterprise flow question and the technical stratification plane question. The three aspect questions are easy to appear in the CRM implementation process ,and are the question which CRM is easy to neglect, and also are the success implements the CRM most essential question. Not only the question proposes must show as posterity's police, also can find more solution, the last part is proposed the way to solve problem in the CRM implementation process, this also is article writing one of another goals. This part mainly is in view of a on chapter of question, makes the enterprise strategy, the flow transformation or the improvement,the technical system consummation and so on three aspect achievement as the way of solving the question means.Enterprise's competition intensifying day by day, the enterprise competition core have to extend the customer, the customer has become the enterprise most important resource. In the process of seeking the means, CRM already is the best method of closing customer at present, using the advanced information technology to carry on the management and the commercial operation way becomes the close customer effective means at the same time. How will implement CRM effectively and dodge the question is one of customer success factors of becoming and obtaining the close customers.