Study Of Internet Customer Relationship Management

Globalization of the economy increases the already fierce competition among enterprises. They now not only face known and potential competitors of their sector/industry, but also outsiders. Consequently, the range and depth of competition has increased. Providers of substitute products and services, suppliers and even consumers are taking a larger part in pursuing the profitable markets. The core tasks of a modern enterprise are following advanced management theory and idea as a guideline, utilizing technology in maintaining good relationships with customers, increasing the market share, and ultimately strengthening its core competitive abilities.The blooming Internet has changed people's daily life and consuming habits. It has also created new business behaviors and economic models. Without a doubt, achieving customer's value is the key to making profit. Whether it is in the traditional ways or through the Internet, managing the relationship between the business and its Internet customers effectively is the main objective of a successful business. If this maintenance is done through the Internet, developing Internet customer relationship management models (CRM) is the main concern in keeping, improving, and expanding customer relationships.The theoretical study of the Internet customer relationship started in the United States and other developed countries where E-commerce developed quickly. Soon, domestic researchers began to analyze and then summarize their survey results based on their perceptual knowledge. Now it becomes important to utilize these research results of different countries as a reference to study the efficient management models using the Internet. Finding Internet customer management patterns will have a critical impact on establishing proper expansion strategies and developing improved enterprise core competition abilities.This paper presents CRM through the Internet in three closely linked aspects: Internet communication, Internet trust, and value realization. Internet communication is the foundation for establishing the Internet customer relationship. This paper compares the Internet communication with traditional mass media, details the characteristics, advantages, and communication patterns of Internet communication, and proposes Internet customer communication models. Next, Internet trust is the key to maintaining the Internet customer relationship. This paper analyzes issues and advantages of this goal and suggests improvement strategies correspondingly. Lastly, value realization is the eventual goal of Internet CRM. The cooperation in Internet CRM circumstance includes not only the exchange of merchandise, but also that of knowledge, information, and benefits. The success of a modern enterprise, however, depends mostly on the efficient management of customer relationship. Enterprises have to improve and strengthen communication with customers in order to consistently provide products and services that are satisfying to customers. Only by doing so, an enterprise will establish the customer trust which in turn is the base for customer loyalty. Customer loyalty is the most treasured resource of an enterprise. It can make the enterprise advantageous among competition and help it to make profit consistently and achieve win-win management goals.Listed below are the specific research contents.Chapter one. Introduction.Set forth the background and impacts of the research.Summarized the international and domestic research reports.Outlined the research structure, methodology, and new findings of this paper.Chapter two. The fundamental theory in studying Internet customer relationship.Probed into the CRM and its related theory first, which includes initial and later development of CRM, marketing over the Internet, customer behavior, etc.Then clarified the concepts and definitions.Analyzed the economics of CRM under the Internet circumstance to provide the foundation for further research.Chapter three. Internet and Intemet customer relationship.Expanded on the Internet customer dimensions and composition, and the shocks and challenges that the Internet CRM has faced.Summarized the three key aspects in the Internet circumstance: customer communications, customer trust, and value realization.Used the systematic dynamic theory to analyze the interaction mechanism of the three aspects.Proposed the research methods and patterns for Internet CRM.Chapter four. Established the key to a good Internet customer relationship: customer communication.Compared internet communication with traditional mass media, then analyzed the characteristics of internet communications, which includes digital interactions, sharing of information and low cost, convenient, fast, and can be used between individuals, between an individual and a group, or among group.Proposed the Internet customer communication patterns based on the analysis.Chapter five. Maintaining Internet customer relationship: customer trust.Studied the current situation and existing issues of customer trust.Expands on the benefits of Internet customer trust, which leads to low cost, fast response, interaction and mutual-trust.Proposes strategies that enterprises can utilize their websites to establish the trust, use their reputation to improve the trust, and utilize the Internet communities to strengthen the trust. Chapter six. Managing Internet customer relationship: value realization.Analyze the content of customer values.Study the demanding levels and their related elements of customer value realization.Propose three customer value realization patterns: pushing pattern, pulling pattern, and pushing-pulling pattern.Set forth five customer value management procedures: value analysis, customer relationship intimation, website development, value promotion and customer (public) relationship management.