| As the development of retail business, supermarket is appeared as a kind ofretail form to satisfy the customer’s need for food, goods and articles for dailyuse, and its main characteristics are offer free, customer’s self-service and recheneinheit. At present, for lacking in the necessary analysis and decision, and theability to interact with the outside world, the CRM systems of domestic supermarkets more and more can’t meet the requirement of the supermarket changes in front of the changeable market. More potential of CRM system is not played out.The accumulated data, as an untapped gold mine, is to be explored and shared.For supermarkets, it is imperative to seek new management thought and technology, and the introduction of knowledge management in the supermarket CRM system can achieve the generation of knowledge, the real-time application, and the retrieval and sharing of knowledge. Knowledge management has important practical significance to improve the management level and the core competitiveness ofthe supermarket.Supermarket customer relationship management system, which based onknowledge management, is a realistic management system. I think that it can providehigh quality services to attract and keep more customers, and reduce cost ofsupermarket through the comprehensive management of business processes.Knowledge management is the basis of customer relationship management(CRM). Supermarket has a lot of customer data, and a number of important information are hidden behind these data, but because of the limitations of currentlyused tools, people couldn’t quickly and efficiently dig the information out for supermarket service. Knowledge management can create a forecast model of customer behavior, and help users to extract useful business information from a lot ofsupermarket knowledge, so as to support supermarket decisions friendly.In view of the above characteristic, this paper, on the one hand, analyzed knowledge management, on the other hand, analyzed the existing supermarket management system, and from theoretical height and research practices, try to get the very good implementation in practice the application of knowledge management in the supermarket management, promote the growth of supermarket on consumer spending.In order to verify the theory and method, based on knowledge management,this paper designed a CRM system model, which run through the theory ofCRM in all design process, and has carried on the correlation analysis, regression analysis, and provides the effective and feasible approach to improve the real-time performance and feasibility of customer relationship management (CRM). |
