Study On Customer Relationship Management Of Taobao Shop

With the great development on Internet and increasingly fierce market competition, customer relationship management(CRM) plays the more and more important role in the enterprises which approve the idea of customer-centric. The researches around CRM on E-commerce, which as one of the industry grows fastest, are pay great attention by many researchers and entrepreneur, but there’s only few research about online-retailers of C2 C. The C2 C online-retailer which as the long tail in E-Commerce, are although far behind the B2C’s with enterprise background while comparing in singular economic scale and product scale, that it is likely to have less value for research; however, due to the lacking power in terms of its economy and people, the outstanding and unique customer relationship management strategies could stand out and enlarge the scale, enabling the gradual development from C2 C to B2 C.For this purpose, this study which based on poring over the literatures will tease the theory and idea of CRM, e-CRM, internet marketing, take Taobao.com which is the biggest C2 C exchange platform of China as example to analysis the CRM of Taobao shop and summarize the characteristic of it in CRM via case analytical and empirical analysis method. On this basis, summarize the composition of CRM of Taobao shop in order to find out the efficient strategies of CRM and provide some useful ideas and suggestion to the operators.