Research And Evaluation Of Retail "Multiple"Garment Brand Enterprise’s CRM System

Recently, the economic has improved quickly. More and more clothing brands impact on the Chinese market. As a result, most brands show in a similar style, the target populations are highly coincided and making the distinction between brands blurred. All of this exacerbated the clothing market competition. In this case, the apparel brand companies began to realize the importance of meeting customer needs, analyzing customer buying preferences, managing customer relationships, improving the level of information and the development of enterprises.The topic selected five retail "multiple" brand clothing enterprises in Beijing-ZARA, H&M, GAP, Hotwind, and Westlink to make a deeply analysis. The topic discussed the five brands of customer relationship management system in accordance with the company’s key concepts, target population, product portfolio, supply chain, information systems and marketing services. Then used the SWOT method to analyze and compare the advantage, weaknesses, opportunities and threats of each brand. Finally, the five brands are divided into two different types. By summing up the experience and laws, the common problems are discovered. Then, the paper proposes the improvements for the problems and the methods to improve the customer relationship management system of retail "multiple" clothing brand enterprises. By summarizing the deficiencies of Hotwind’s customer relationship management system, put forward a sound plan in five aspects:to establish a sound member system and the customer service center; to improve the ability of collecting feedback information; to integrate the CRM and DRP system, strengthen the ability of deep analysis and the speed of response; to pay attention to the staff and manage their information more scientifically; to build a competitor information database. The paper designs specific measures and programs for all aspects of the plan. The topic established evaluation systems for the satisfaction and information services capabilities of Hotwind, carried out the importance of investigations and used AHP to calculate the weight of each index. The result provide the primary basis for Hotwind to improve customer satisfaction, employee needs and enhance corporate information services capabilities.