B Company Customer Relationship Management Application Research

Information technology and economic globalization are changing the business model of various industries with unprecedented breadth and depth,and changing the relationship between enterprises and customers,suppliers,agents and service providers.After more than 20 years of rapid development,China's home appliance industry has entered the perfect competitive market.The homogenization of products provided by leading manufacturers is becoming increasingly obvious.Consumers pay more attention to shopping and service experience.Good customer relationship management(CRM)is not only the inevitable choice for home appliance enterprises to maintain competitiveness,but also the new profit growth point of home appliance industry.CRM uses information technology to understand and influence customer behavior through two-way communication based on the theory of customer relationship management.Help home appliance enterprises optimize operation efficiency,solve marketing difficulties and achieve development goals.Topic of this thesis,based on the B company attributes of industry competition,home appliances,the background of the depth of the customer relationship dependence as a strategic premise with B company digital transformation,to enhance the B company of customer value and customer satisfaction as the direction,build a customer relationship management(CRM)system for B company solution and application practice,the industry company can obtain successful experience for reference,promote the development of the application of CRM in home appliance enterprises.Based on the research results at home and abroad,this thesis summarizes the connotation of CRM,the supporting theory of CRM application,CRM strategic management theory and CRM implementation process theory.Taking company B as the research object,using porter's five forces model and the analysis of the internal and external environment of the enterprise,the strategic objectives of company B's CRM are formulated according to the strategic premise of company B,and the strategic planning of the CRM system of company B is put forward.Based on the demand analysis of the business department of company B and the actual situation of company B,the architecture and functional block of the CRM system of company B were designed,and the business management and quality evaluation issues that should be paid attention to during the project implementation were discussed.Finally,combining the evaluation theory of information technology and CRM performance,this thesis proposes the evaluation index of CRM implementation effect of company B,as well as the representative evaluation method.Identify the implementation stages and key success factors of CRM system of company B to improve the success rate of CRM system of company B.