Customer Relationship Management Implementation Analysis And Applied Research

CRM (Customer Relationship Management)is nothing novel in the business world, rather, it's a concomitant of business itself. However, in the age of networking and e-commerce, we are putting new wine into old bottles. Originated from marketing study, it's somewhat different. The organic combination of managerial ideas and technology, CRM means the restructuring of organizational hierarchy and business process with an emphasis on customers, while relying on innovations in theoretical management and technological advance. Here, the author wants to begin his analysis on the implementation of CRM in terms of both theory and practice, and briefly explore some of its application dimensions in China's traditional enterprises. There are four chapters in this article. The Introduction sheds light on the contextual background of CRM, in the mean time, it establishes the practical significance of this topic.Chapter One, Theoretical Perspectives of CRM, covers the definition and implication of CRM, as well as the application system for CRM. It also introduces its origin and evolution. A prospect of CRM in the age of internet and e-commerce is also included.The second chapter is Application System of CRM and Its Values. Based on the value chain theory, the value-adding process of CRM is fully discussed. Its economic impact on corporate operation is also given.Chapter Three, The Implementation of CRM, points out the reasons for CRM failures and outlines areas to be improved. From his own understanding and the wisdom of some of the known cases of CRM implementation, the author creates a basic framework for CRM implementation, and examines the territorial integration for CRM, ERP and supply chain management. Then a successful case of CRM in the Beijing Jingdongfang Technology Group is offered to illustrate the general procedure and cautions for the implementation of CRM. Chapter Four, The Application of CRM in China's Traditional Enterprises. Increasing competition in the age of e-business urgently demands the construction of information infrastructure in our traditional enterprises. As a new business model and a sound management concept, CRM also composes part of the corporate information infrastructure. Therefore, the application and implementation of CRM in traditional enterprises is conducive to winning over potential customers, increasing market shares and enhancing corporate competitiveness. In this chapter, the author will show us the images of CRM envisioned by traditional enterprises from two perspectives.