The Study Of Customer Relationship Management In Small And Medium Scale Trading Enterprises

With the rapid development of information technology, enterprise business philosophygradually from "to form the product as the center" to "take the customer as the center". As aresult, the product life cycle shorten, customer demand for more personalized. For thisreason, it is especially important to maintain old customers and attract new customers,maintain the competitiveness is more intense competition in the market. Electroniccommerce, information technology subverts the conventional social business model, inparticular, has a great impact on the interaction between customers and enterprises. Now,has entered the age of customer-oriented, understanding customer demand changes, andprovide more detailed feedback to customers, provide more in-depth, personalized service,is the key to business success..Based on the related theory of customer relationship management, on the base of analyzingthe establishment of customer relationship management system for A company background,points out the existing problems in the customer relationship management system, analysisthe necessity of introducing the customer relationship management theory in the customermanagement of A company, to build customer relationship management theory applied tothe A company customer relationship management mechanism in china. Study on thecontent of the construction of the target and the construction of the A customer relationshipmanagement system architecture, related to the A customer relationship managementsystem and process was studied.In this paper, the customer relationship management theory is successfully applied to buildcustomer relationship management system in A company; risk control for the customerrelationship management software in the implementation process, improve the tradeenterprise customers relationship management level of our country has the practicalsignificance, the research results of this paper can be the implementation of customerrelationship management system to provide a reference for trade and industry.