Internet Environment, Customer Relationship Management Systems Research And Applications

At first, the generation background and development of CRM are introduced in this paper. The theory of CRM is studied from definition and orientation of customer, customer life cycle, the meaning of customer relation, its classification and so on. The essence of CRM is analyzed deeply by the method of value chain. Its three kinds of core capability and contribution to an enterprise's core-competence are concluded, and the relation of CRM and BPR is indicated. Beginning with the key requirements for CRM by Internet and network economy, it designs the integrated framework of the CRM system, which focuses on customer and covers and integrates an enterprise's sales business, marketing business, customer services and supports. Then, sales force automatization, marketing automatization, customer services automatization and customer contact center are interpreted in detail from their functions, business processes, effects etc. Furthermore, the integration scheme of CRM and an enterprise's core business system is given. In the end, the case of a estate company in ShenZhen which has applied CRM to its front office is given.