Mass Customization, Customer Relationship Management Problems And Countermeasures

E-commerce develops steadily, and marketing mode has turned one to one marketing from great marketing too, these changes challenge the traditional mode of mass production. At the same time the customers' demand has changed too, the customers need individualized products and service; only customization can creates true value for customers. Under the new market situation, enterprises need a new production mode: it can realize customization in mass production (including low cost and short time of supplying products), however, mass customization is the production mode as above stated. It completes the production of customization according to users' special demands and realizes the cooperation between customers' individuality and mass production organically.Mass customization breaks through the communication way of traditional production mode, it grasps the customers' special demands to make products suitable for customers by using the open and swift nature of network fully. Under this background, enterprises need one convenient tool to obtain, analyze, realize customers' demands, and finish the information transmission between every function unit effectively, and organize the coordination work among every unit; all these demand the enterprises to implement customer relationship management. Customer relationship management was a new concept at the late nineties and has been applied in all trades and professions, but most of enterprises utilize it just as a kind of information system and don't master its own thought, so there are many...