| The purpose of this dissertation is to verify the author's two-years study in UIBE. And the more importance is to understand and mastery those theories and to practise in the future working. The author chose a topic as "Research on the application of S company's CRM client relationship management system". Through the research and analysis, the author wants to make the following target: 1. to understand and mastery the modern marketing theories and methods inside the CRM system; 2. to understand and mastery the method of analyzing complex cases and systems; 3. to apply the research fruits into daily work.The author insists the research method of combining the theories with practice. He visits all related departments and staff to get the first hand information. And using the learned theories and knowledge to analysis the case and draws a conclusion. The involved theories in this dissertation are: relationship marketing, database marketing, individuation marketing and organization theory, motivate theory, etc. Base on the research on S company's CRM system, the author point out: 1. The target of CRM system is to build up a new client relationship through the advanced information technology, this will finally bring the long-term profit to the company; 2. The basis circle of the CRM system is discovery of the clients, communication and adjustment of the system. This is a repeating circulation. 3. The core of CRM system is individuation marketing. The individuation marketing would content clients' individuation need. This would bring long-term profit to the company. The author also says: the key point of the success private-owned high-tech enterprises is to grasp market opportunity and keep on innovating.To demonstrate the above points, the author divides the dissertation into 5 charters and expresses the points.At the chart I, the author emphases the theory base of the CRM system and application, describes the definition, function, related theories including relationship marketing, individuation marketing, database marketing, organization theory, motivate theory, etc. Meanwhile, the author describes the points and ideas of S company on this issue. At the end of this charter, the author introduces the situation of CRM application, market status and trend.At the charter II, the author introduces the background of S company, including the history, development, current status, the basic situation of the industry, the competition, etc. He also introduces the advance of S company on organizing, human resource and knowledge accumulating of the industry, the three key reasons of using CRM system: prompting product, maintain and extend market shares, prompting the management skill. At the charter III, the author describes the procedure of the implementing ofCRM system, system configuration, main function and the three key phases of implementing: discovery of the clients, communication and adjustment of the system. The most important part in this charter and this article is the description of the individuation marketing. The author uses the successful case of Dell computer. The core competition ability comes from "produce on-demand", not from its direct sales channel. "Produce on-demand" has great affect on "zero stock" and the high speed logistic system. S company has a good copy from Dell computer on the market segmenting, customer relationship, contenting the clients' individuation needs, producing on-demand and zero stock. The core of S company's CRM system is to content clients' individuation needs. At the end of this charter, the author introduces some successful cases of S company, some shortages and the future direction.At the charter IV, the author emphasize the benefit of implementing the CRM system. The CRM system could solve the following problems: contenting clients' individuation needs, data excavate, recognizing the key clients, exploiting the after-sales value-added market, predicting market trend. The author concludes the major changes after the implementing of CRM sy... |
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