the context of globalization and informatization. How to take
place in global trade system, how to win larger market share
and broader marketing perspective, how to develop customer
resources and maintain relatively stable customer team have
become the key issue, which impact on enterprises’ existence
and development. CRM provides the train of thought to solve
these problems. It also becomes the core of operating strategy.
B. Concept of CRM
Customer Relationship Management (CRM): When a
company plans its marketing strategy and marketing system, it
focuses on customer development, as well as providing the best
value management to its customers. By establishing perfect
Customer Support Platform, Customer Interaction Platform and
Enterprise Production Platform, it realizes maximum Customer
Delivered Value and Customer Lifetime Value. Therefore, it
enables the company to turn the potential customers to real
customers, to real customers to loyalty customers, which can
continuously expand the market and profit space. Use either SI
(MKS) or CGS as primary units. (SI units are encouraged.)
English units may be used as secondary units (in parentheses).
An exception would be the use of English units as identifiers in
trade, such as “3.5-inch disk drive”.
1) CRM is a management concept. Its main idea is setting
customers (includes end-customers, distributors and partners)
as the main business resource. By improving customer services
and in-depth customer analysis to satisfy customer needs,
therefore, it ensures realization of Customer Lifetime Value.
Business process redesigning provides a tool to business
management creation. When introducing the concept and
techniques of CRM, it is unavoidable to change the business’s
management mode. Innovative thinking helps staff to accept
the change. Business process reform provides the concrete
thoughts and methods. At the era of Internet, traditional
management concept is enough. Internet doesn't only bring a
method, it sparks transformation of organization’s structure,
business process and management concept of the whole
society.[1] Hence, CRM updates the traditional managing
concept.
2) CRM is a new managing mechanism which aims at
improving the relationship between enterprises and customers.
It works at customer related areas, such as marketing, selling,
services and technical support etc. it provides overall,
individualized customer data to the market and specialized
customer service staff. It also reinforces trace service,
information analysis ability. All these enable them to establish