Research On Application Of Arrow Company's CRM

From the emergence of the concept of customer relationship management (CRM) until now, Customer relationship management (CRM) has been applied in the society and the enterprise. Different enterprises pay attention on different point of Customer relationship management in marketing, and this lead to managers' different understanding and application for customer relationship management. This phenomenon. is inevitable; Of course this kind of phenomenon also helps customer relationship management developing in multiple perspectives.As we all know, the core of customer relationship management is customer. When we study the application of customer relationship management, we must base on different customers. How enterprise can keep competitive advantage in a competitive market, how enterprise can quick payoffs, how enterprise obtain more customers, these are the main content of the research of customer relationship management.However, the actual application of customer relationship management (CRM) is different in many different enterprises. In this paper, I took ARROW Company as an example, based on the study of the theory of the customer relationship management and the status of the application in Arrow's, to analysis current application of customer relationship management (CRM) in ARROW company,and find out deficiencies and weaknesses, then put forward improvement measures in view of the deficiency, and provide reference for other companies which are in the same industry as ARROW.