Based On Suning Yunshang Group's CRM Project Implementation Risk Management Research

With the rapid development of science and technology,increasingly fierce competition in market,more and more enterprises have to put most of the time and effort to improve the quality of products,improve service attitude,to achieve customer satisfaction.As a result,the modern enterprises,especially the retailing companies have a higher demand of customer relationship management(CRM).However,CRM project generally needs higher cost and requirement for security,more uncertain factors of the project,thus having high risks.Once the project accidents occurred,the consequences even may cause the failure of the project.To identify risk factors for the implementation of the CRM projects has been one of the important problems in the study.Based on reading lots of about the CRM project implementation and risk management literature,through the analysis of CRM of Su'ning company project implementation present situation,this paper identifies CRM project risk factors,and then determine the key risk factors in the process of project implementation.Next in view of building fuzzy comprehensive evaluation model of CRM project,to determine risk weights in the CRM project implementation and evaluate company CRM project risk.Finally this paper put forward the risk countermeasures according to the results of the risk assessment.This paper built the comprehensive risk management system of CRM project of Su'ning company,namely analyzing CRM project risk management environment,setting up the CRM project risk management objectives,identifying the CRM project risk factors,conducting the CRM project risk assessment,puts forward the risk measures,to establish a scientific and effective CRM project risk management research systems.Research results can help to improve the Su'ning company CRM project risk management status,improve the level of Su'ning company CRM project risk management,which provides important theoretical value and practical significance to the whole CRM project risk management in retailing industry.