In the late 1980s, the booming Internet technology
gave birth to a new business model-commerce. Initially ecommerce met the consumer demand of the customers
efficiently with its network of information flow. However, with
the continuous development of people's consumption concept,
the primary online marketing e-commerce has been unable to
realize its initial advantage. Customer demand structure is
complex, varied, random, and increasingly showing travel
alienation, personalization features. Therefore, how to get
personalized proactive demand and meet it became an urgent
e-commerce development in a timely manner. This paper
introduced customer relationship management theory and
analyzed the problems of the existing e-commerce customer
relationship management, and gave some suggestion for
remodeling core competitiveness of enterprises in the fierce
competition in the e-commerce.