A Study On The Application Of Customer Relationship Management In Retailing

Customer Relationship Management (CRM) comes from the development of Relationship Sales and the revolution of Information technique in the later period of 1980s. Since 1990s, the retailing start making importance of distribution as the marketing environment pricked up gradually. Most corporation built up plot department to do this work, but all of their can do is all kinks of discount which is harm to business payoff and marketing capacity. Based on this situation, the traditional distribution of retailing face to tough competition. Domestic retailing are confronted with hard marketing competition along China getting membership of WTO.This article collect definitions of CRM in detail during every development period. It describes CRM from four aspects such as Goals, Strategies, Plans, Objects and Policy.It introduces the background and practical meaning of the subject selection, analyzes the development outline of the domestic and overseas CRM theory. Through analyzing distribution and customer loyalty of retailing by real case of famous retailing corporation , This article summarize the experience of retailing in domestic and overseas.At last, according to the basic theory of marketing and the principle of CRM, combined with real domestic situation , it brings up operation projects of CRM in the big domestic retailing. The writer look forward to make some search in the application of CRM in retailing.