| With the trend of the integration of the world economy, the rapid development of free market, the coming of Internet age and the customer demand diversified and changing, many enterprises feel the intensification and mercilessness of market competition. Customers have more options than before and the market has turned from supplier-oriented to customer-oriented. Customers are the source of a firm to exist and develop. Only a company knows its customers well can it meet the customers' demands and occupy a dominant position in intensive competition. It is essential for corporations which want to succeed in market to listen to and care for the demand of customers, to maintain good relationship with them, and create the value they need. The dependence of an enterprise on customers is not only dependent on the customers' quantity and scale, but also dependent on the customers' loyalty to the enterprise in the long-term. It has become realistic problem for a firm how to have steady customers in the operation. To earn the faithfulness of target customers and therefore competitive advantage and long-term profits, companies need to construct the support competence of customer relationship management (CRM), develop and maintain interactive customer relationship strategically.CRM is the goal that is chased by corporations across the world. Once it is adopted by enterprises, an overall survey of customers can be taken. So, it is greatly convenient for firms' development. CRM is technology and a soft, and it is a kind of management concept and marketing concept, and it is a type of strategy. CRM is developing and enlarging the theory of modern marketing, and enriching the theory of relationship marketing and relationship management. The targets of CRM are to maintain and promote customers' satisfaction and faithfulness, create and increase customers' worthiness and develop and maintain long-term, steady and mutually beneficial relationship with customers.In consideration of the reality in our country, the study on CRM has become an important realistic question that the change of marketing environment brings a severe challenge to CRM that seller market turns into buyer market, customers become more and more mature and the home market become internationalized.Applying CRM is the clue and there are six chapters in this thesis. Chapter 1 points out the necessity of the study from the perspective of practice and theory. First, the thesis explores the theoretical origin of CRM. With growing limit, fierce global competition, renewal of management concept and changes brought by technology development and consume values CRM come into being. Then the thesis clarifies the concept of CRM. The author thinks that CRM is one of the total strategies of a company.The theoretical system and function of CRM are introduced in the following two chapters. The focus of content and function of CRM is automation and to improve commercial process relating to selling,marketing and customer service and support. What the most important is marketing automation (MA), sales force automation (SFA) and customer service (CS), and they play very significant role in the success of the CRM project. Then the thesis expounds the difference and relationship between CRM and relationship marketing, CRM and data bank marketing. With the appearance of CRM the field of relationship management is expanded from marketing to the whole enterprise. The connotation of relationship marketing has been enlarged. Data bank marketing is the practitioner of CRM on many concepts. It has shortened the distance between corporations and customers, benefits to cultivate customers' loyalty and to build up long-term relationship with customers, and create conditions to develop relationship marketing and carry out CRM. The faithfulness of customer group is what CRM tries to achieve, and the fundamental path to it is the creation of customer value. Therefore, Chapter 4 first explores the factors to improve customers' loyalty. Second, the thesis discusses the con... |
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