Research Of Customer Relationship Management Performance Of Internet Enterprise

With the rapid development of the Internet, the global cyberspace has come intoWeb2.0period from monotonous Web1.0era in the view of market. During theinvestigation and statistics of the network applications, the net-form of communitywhich emphasize the sense of belonging was gradually take the place ofnetwork-literature, group buying and frying which paid special attention on the sense ofachievement, which predicted that the Customer Relationship Management of Internetshould put an eye on the sense of belonging and achievement which was stimulated bywebsites or enterprises.This paper takes a research on the condition that if we put the factor of networkcircumstance into the evaluation system of the performance of CRM, what will bechanged, and I must describe the transformation.During the definition of the network companies’ performance of CRM, the authorpredicted that it was the effect of a series of affairs which have something to do with theactivities of maintaining the clients, which were implemented by those companieswhich engage in cyber-business operation, which may give an impact on companies’micro and macro resources.On the basis of reviewing the theoretical basement and the literature resource, theauthor summarize that there are three characteristics of the network companies: theexternal of the Internet economic, the innovation of the development of the enterpriseand the tendency of the domination of users by means of analyzing the internalmechanism of the network companies’ performance of CRM. Furthermore, this paperanalyzed the measurement of the network companies’ performance of CRM accordingto the necessity and particularity of the enterprises that engaged in the activities of CRM,which lays the foundation for the declaration of the research hypothesis. According to the summary of the theoretical basement, this paper put forward aview that the network companies should describe the performance of CRM on the basisof the theory of BSC (Balanced Score Card). There are two little changes listed in thesystem: introducing the concept of the customer stickiness into the customer dimensionand using the performance of the construction of the website to measure the internalprocess dimension. More than that, the author put forward an evaluation system of thenetwork companies’ performance of CRM on the basis of financial dimension, customerdimension, the internal process dimension and the learning and growing dimension.By means of the questionnaire survey and using the statistical software to take theanalysis of data, the paper gave us5hypothesizes and16subordinate ones andinspected them.The result of the research helped the theoretical field accomplished the definitionof the performance of CRM. During the study of the Internet, this definition made allcompanies pay attention to the construction of the customer stickiness. Meanwhile, itprovided a complete evaluation system for the network companies’ CRM activities.Except for that, there are certain of realistic significance to the achievement of the study.It advocated the network companies to emphasize the CRM, modified the one-sideunderstanding to the activities of CRM, helped them to realize the erroneous zone ofcustomer value, and solve the present problem of lacking of a complete evaluationsystem of the CRM of network companies.