The Research On CRM Applying In Direct Marketing Business

With market economy changing from the seller's market to the buyer's market, the competition focus is transferred form products'resources to the customers'. So the research of CRM (Customer Relationship Management) has been a heated issue. There has been great development in the CRM theory and technology application. CRM puts emphasis on the customer-centered idea. This idea should be filtered into every aspect of enterprise management. Only by doing research of characters of our enterprise itself and its industry, can we integrate business process and organization structure, and set up CRM system, which fits to our own business, and can be helpful to the development of enterprise. In the competitive market causing by junked messages, Direct Marketing offers a new door to these frustrated companies, base on its advantages such as precise orientation, measurability of marketing result, high-speed reaction of customers and long-lasting customer relationships. The core of Direct Marketing is effective communication with customers. The Direct Marketing business which implements CRM in order to carry out the enterprise operation mechanism that focuses on customers and to meet the individual demand of customers and establishing a kind of CRM model which can be fully adapted to the Direct Marketing business is becoming an urgent issue.The paper focuses on the research of the CRM's application in Direct Marketing business integrating qualitative method and quantitative method. And more details are as followed:Firstly, it introduces the fundamental theory of CRM acting both as an advanced management thought and software tool, the research actuality both in and abroad China are introduced, function and system's structure. Then, it discusses the characteristics, operation model and the tendency of the Direct Marketing business. Secondly, according to the design and guiding ideas of CRM, combining the Direct Marketing business's characteristics, according to the analysis of CRM's need of user and function, the paper establishes the CRM model in Direct Marketing (i.e. DMCRM model), which contains Customer Call Center, Marketing Management System, Sales Management System, Service Management System and Data Mining and Data Warehouse. Finally, the DMCRM model is applied to a case of the Direct Marketing business performing CRM, on the further this can test and verify the model and solve the practice problems. The objective of this paper is to promote the development of the domestic Direct Marketing business through an application example of DMCRM model, and to provide some models for the research on CRM applying in Direct Marketing business.