A Research On CRM Application Based On Customer Value

With more and more intensive competition in the market, customers have more options than before and the market has turned from supplier-oriented to customer-oriented. Therefore, customers become the source of a firm to exist and develop. Customer relationship management (CRM) is a developing management concept fit for this new circumstance of "customer-oriented".The core of CRM is making valve for customers. Customer value drives for the consuming behavior and the excellent one will evidently enhance customer satisfaction and customer loyalty, and then strengthen the effectiveness of CRM. At the same time, in the course of establishing and keeping the relationship with the particular customer, enterprises have obtained the value income of the relation, and thus realize the equilibrium of customer value and relationship value.Based on the foundation of theoretical and empirical study, the paper firstly defines the basic intension and characteristic of customer value. Through dissection of the latitude to customer value, it has settled corresponding foundation for further research.In order to increase the success ratio of implementation of CRM, the paper makes an analysis on essential factors of implementation of CRM, aiming at correcting erroneous zone which appears in the process of implementation of CRM in our country. Meanwhile, considering the difference of customer value existing in difference industry objectively, the paper makes a further study on the CRM application requirement. On this foundation, the paper constructs a CRM strategy framework based on customer value and empirically analyzes the implementation procedure from the aspect of hotel industry.