Research On Implementation Strategies Of CRM Under B2B E-commerce

In the background of Chinese capital strength, strong technical team, deep theoretical research, B2B industry development is strong and increasingly matures, but there are some disadvantage, for example unreasonable platform layout, imperfect credit mechanism, higher industry threshold. How to make the enterprise to success in the intense electronic business competition? The attention starts to focus on the customer relationship management system. Customer relationship management system provides a platform used to manage the front desk of the business for enterprise, it can help enterprise with collection, analysis and comprehensive finishing all kinds of customer information, the enterprise can make sufficiently and targeted analysis, management and use of the customer resources in platform. If enterprise wants to won the e-commerce market competition, it must to correctly implement customer relationship management system.Starting from the study of the enterprise electronic commerce and customer relationship management theory, this paper firstly summarizes the classification and the superiority of B2B e-commerce, and the import and the features of customer relationship management under the e-commerce environment; Secondly, analyzes the B2B development environment and the necessity and feasibility of enterprise implementation CRM under the B2B mode; and then put forward the basic steps of CRM implementation, for each steps the key solutions are put forward, on the basis of the analysis to the information management and customer management implementation the paper puts forward the corresponding implementing scheme, moreover, the CRM implementation evaluation indicators system and evaluation process were built by using AHP method, and based on this, some solutions to continuously improve customer relationship and customer service management was put forward. Finally,with Alibaba and My steel as example, this paper introduces the successful experience and the deficiency when they implement CRM under B2B mode,and then provides valuable reference for the similar enterprise in CRM implementation.