A Research On Enterprise CRM Based On Customer Value

Under much fiercer competition environment at present and along with continuous changes of consumer value concept as well as the widespread information technology application, enterprises have gradually realized that they must change the traditional "product-core" management idea and establish the "customer-core" management thought, if they want to get great progress and maintain competitive advantage. The customer relationship management (CRM) is exactly the management idea which comes into being and develops under this new economic condition.The core of customer relationship management is customer value management. It takes customer demand as starting point, and provides appropriate product and service according to the customer specific demand and favor. It can also improve enterprise's business process and resource configuration to deepen customer relationship management by coordinating suitable information system simultaneously. Through creating and delivering customer value fitting for customer demand, enterprise can drive customer's consuming behavior, enhance customer satisfaction and keep customer loyalty to strengthen the achievements of customer relationship and achieve the enterprise and customer mutual benefits.Based on introducing the definition, connotation and importance to enterprise of customer relationship management, this thesis combines theory research and substantial evidence research in studying method, discusses the connotation and characteristic of customer value and connotation of customer value management in detail, opens out the interactive relations between customer value and customer relationship management according to analyzing the relations between customer value and customer satisfaction and the relation between customer satisfaction and customer loyalty. In this foundation, the thesis constructs the CRM strategy frame based on customer value, and applies it to researchingCRM pattern of our country commercial bank.