The Study Of CRM Application Status And Solution In Medium And Small Manufacture Enterprises In China

With China enters into WTO, fierce competition and dynamic business environment bring great challenge to many traditional medium and small manufacture enterprises in China.Every corporation is striving to adopt new measurements to keep or gain competitive advantages. Facing the coming of new economy, customers have more choices than ever. Market has changed its character from seller's market to buyer's market, and customers are becoming the focus of the competition among corporations. In the new market environment, the traditional production-oriented, product-oriented, technology-oriented have transferred to customer-oriented. CRM (customer relationship management) is a Customer centric business philosophy, business strategy, and a corporation culture in which a company focuses it's operations on organizes around attracting, fulfilling and retaining the most valuable customers. And it makes the relationship the best position. It concentrates on promoting the overall relationship between corporations and customers with the best way and maximizing the customer lifetime value. But as A new management theory, CRM brings a lot of questions in it's applications especially in medium and small manufacture enterprises. Present statistical reports said that the failure rate of CRM application in China is up to 80%.Medium and small manufacture enterprise in china has it's own characteristics which is different to large enterprise. So it's staff quality and management thinking is much below than large one. It brings more resistance and higher failure rate than in large ones when applying CRM. Based on this background, this paper analyses it's existence problems from the point of view of transforming of corporation culture, BPR (business process reengineering), changing of organization structure, knowledge management and customer privacy, and draws a conclusion on how to solve them about CRM applications in medium and small manufacture enterprises. Finally the author presents two samples about the CRM application in two different companies and author hopes it's useful and helpful for other Chinese medium and small manufacture enterprises to introduce CRM.