Research On CRM Theory And Application

CRM (Customer Relationship Management), is quite necessary in internet era that help enterprises heighten competitive capability and fulfill enterprises value. This thesis aims at establishing a new system, combining customer service, marketing compete, sales and supporting work, ensures enterprises' long term priority.This thesis generalizes CRM's domestic and external research status, introduces CRM's basic theory and knowledge, analyzes the background areas relating with CRM, enumerates the CRM regional solve plans of customer services center, data warehouse, electronic business and the CRM overall solve plans of bank industry, medical industry. Finally, outputs the CRM applying design plan and model suitable for china's enterprises. .This thesis breaks the traditional system design procedure of analysis, design and applying, integrates the operation theory and MIS technology, according to the steps that present problem, analyze problem and solve problem, applies project management thinking way.The author combines CRM's practical experience with china's development status, partly solves the key problem about how middle or small enterprises bring in CRM.