Application Research Of CRM In Enterprises Based On IT Environment

In the new economic era, the external operating environment of enterprises is a dynamic process for continuously changing. The competition pressure that enterprises face becomes higher and higher. Firstly, the change of consumption trend makes it more and more difficult for enterprises to ascertain consumers demand. Secondly, as sellers' market is transformed into buyer's market, consumers are in dominant position in the struggle between them and enterprises, and consumers demand becomes the basis for the survival and development of enterprises. Thirdly, because of the wide use of internet and high-speed development of e-commerce, the sale channel, marketing model and consumer service pattern of enterprises are faced with a change and new ideas. Fourthly, after China's entry into WTO, Chinese business must face fierce competition from domestic and international ones of the same trade. All of these invite enterprises to take a new way of thinking of their core competition power.The coming of CRM(Customer Relationship Management), brings new dawn to enterprises. In the times when consumers' resource is increasingly becoming intangible assets to enterprises, it is undoubtedly a kind of new strategic thought for enterprises to obtain a new competitive power through managing customers. As a result, it brings a new customer-oriented business model. So Chinese enterprises find a new competitive means because of the emergency of CRM.As far as the whole CRM is concerned, it is not only a kind of management thought, but also a solution scheme. It is a set of application software system as well. Owing to the backward management, lack of infrastructure and experience of CRM system, it will be helpful for company to solve their puzzles, to avoid blind invest in CRM, to raise fund operation efficiency, when Chinese enterprises analyze and approach CRM in theory about its structure and implementation conditions and procedure.Based on the customer-oriented management concept and the external informatization environment of enterprises, this dissertation makes a systematic study of the related theory and concept of CRM in the angle of strategic management. It also makes a research of the necessary change and managerial innovation during the construction and implementation of CRM project, discussing the condition and procedure of carrying out CRM plans and researches into some theoretical methods used in working out CRM plans. Besides, it makes an analysis of the Shanghai GM Co. as a living example. At the end of this dissertation, some opinions on development prospects of CRM are posed.