The CRM System Research Of Small And Medium Companies In IT Field

This article starts with the basic theory of CRM, gives a full exposition of the definition and connotation combining with the experience of author. The application situation is classified into several kinds such as analysis mode and operating mode. The difference of them is opened out.In order to explain deeply the character of CRM system in small and medium companies, the author tries to analyze the competition in IT field with classic theory of MICHAELE.PORTER. The difficulties and challenge that small and medium companies faced in throat-cut competition are enumerated .There are two matters that small and medium companies have to frequently come across. The two strategies for existence and development in cut-throat competition is variation and concentration .The article brings out the relationship between the CRM system and the two strategies and reveals the supporting from the CRM system.Chapter 3 explains the designing scheme of the CRM system in small and medium companies. "Spirit of management", "System implementation", "Dynamic imbalance" are important principles during the process of CRM. One kind of design method "levels descent" is generalized from. The tortuous procedure of the CRM system design is broken into several simple steps. The disparity in subject corresponds with special work within different phases. "CRM value map" is used to analyze the specialty of the CRM system in small and medium companies from the sight of customer-owned value. That means a success of CRM practicing guarantied by combination of design and reality. In case analysis, detailed structure and functions of CRM system in software is set out, complying with three important principles and adopting design method "levels descent".The estimating form performs in the role of a essential ring in a entire CRM system. Chapter 4 explains the difficulties and resistances that small and medium companies ever met during CRM system practicing and some settling methods are introduced. Several attentions in CRM estimating form are analyzed and judging standard and content are expounded.