Research On Customer Relationship Management In Bei Jing Chang Yi Company

Customer Relationship Management (CRM) in enterprise refers to using network and computer technologies to coordinate the relationship between enterprises and customers in sales and services. In order to improve management ways, it is necessary to provide high-quality services for customers, therefore CRM is introduced to attract new customers, retain old customers, and pull back lost customers. With the development of information technologies and the intensification of market competition, customer relationship management has become one of the key tasks in enterprise management.Beijing Chang Yi Company is mainly engaged in ERP, POS, and a series of software sales, implementation, and service. Due to business development, the company needs to develop a new customer relationship management system to improve its management level in customer management. How to carry out the system planning and implementation of such a CRM system? This question becomes urgent in developing the CRM system.This thesis aims at analyzing the characteristics of Bei Jing Chang Yi Company and further present the CRM system planning and implementation judgment standard.The main contributions and work of this thesis are summarized as follows.1. Based on the properties of software enterprises, we conduct the requirement analysis on the customer relationship management system in Beijing Chang Yi Company. We summarize the present situation of customer relationship management of Beijing Chang Yi Company and discuss its main problems.2. Based on the actual demands of the enterprise, we figure out the principles of the customer relationship management system construction, and present the general design for the customer relationship management system, including the overall system architecture, working flow, customer relationship measurement strategy and so on. Further, we analyze the feasibility of the system planning.3. We study on implemental problems of the customer relationship management system, including the analysis on the implementation flow and case studies. We also put forward the measuring indexes of specific implementation strategies and implementation effects.The study in this thesis is based on the actual background of Beijing Chang Yi Company, as well as on comprehensive applications of marketing, strategic management, operations management, project management, information system strategy planning, and other related theoretical knowledge. Combining with the actual needs and characteristics of enterprise, we propose system planning and feasible implementation scheme for the construction of the customer relationship management system. The research of this paper can solve the company’s problems in customer relationship management, provide top design scheme for the design of customer relationship management system, and offer references for small and medium-sized software enterprises in implementing CRM systems. Thus, the study in this thesis can provide important and practical significance and application values for future researches and applications related with CRM.