Retail Businesses, Customer Relationship Management And A Typical Case Study

CRM is the method which make the customer and the enterprise value extremely large by manage the relationship of the enterprise and customer particular. But the retail enterprise is a hugeness but disperse system in the business field. They compete and change to each other. How to get the competitive predominance is the question to each operator. We are try to discuss the mode of CRM which fits to the retail enterprise, by analyse each side of the business of the enterprise. So we can serve to the retail enterprise even more.The thesis is divided into four parts. The first part of the thesis has analyse the rule of the development and the actuality of the retail enterprise. The second part of it has discuss the the customer value and the value chain of the retail enterprise. It also has discuss the two kinds of the customers of the retail enterprise and point out the action character of the extension customer and the connotation customer. At this part it has given out the three mode of the CRM of the retail enterprise. We call them compositive mart,speciality mart and monopolization shop. At this part we have conclude the character of the three kind of CRM mode. The third part we have discussed 3 kinds of strategy which the CRM put in practice. They are the strategy base on merchandise,service and individual requirement.We have also analyzed there connotation and characteristic. At this part we have introduce the function of the CRM software,and we have modified the module which disagree with the retial enterprise. At here we give out the solution of the CRM system in retial enterprise. By this,we can impress the evolution ,the problem and the solution of CRM in our retail enterprise.At the rearward,we have investigate two representatives.From this,we have affirmed the effects which the CRM were put into the thesis.