Research Of Channel Integration Based On The CRM

In the increasingly market competition, The trust and loyalty of customer has been more and more important, and the abundant client resources have become the core competition of enterprises, so many companies use customer relationship management to enhance the competition of enterprises. In the current market, Customers not only settle for the product function, but also the interests and relationships between enterprises and customer, In order to satisfy the demand of customer, Enterprise must build a good customer relationships. According to the trends of market competition, compare with the products and services, distribution channels have been the more important factor in customer satisfaction, so if enterprises want to gain more satisfaction and loyalty of customer, they must integrate distribution channels based on CRM, and realize the harmonization and unification between CRM and distribution channels, at last bring their synergetic effect into play.The research methods of this paper are the combination of qualitative and quantitative methods, including statistics, literature, comparative, case, induction and other methods. According to analyzing the necessary and process of integrating the distribution channels, this paper put forward the channel integration model based on the CRM. By analyzing the model, this paper sums up the conclusion go give some good advice to other enterprise. CRM is not only the software but also the concept focusing on the customer relationship. Complete and effective CRM application modules should include sales management module, product management module, customer service module, data analysis module and rights management module. CRM help enterprise to manage customer relationship and gain customers by using its function. CRM enables organizations to fully focus on its external customer resources, so that enterprise can realize the information-based, which can promote the improvement of the competitiveness of distribution channels and optimize the function of distribution channels, improve the efficiency of distribution channels and enhance the loyalty of channel members. Construction of enterprise distribution channels not only is the basis of CRM but also the guarantee to achieve the ultimate goal of CRM, in order to fully play its role to improve the customer's full points and loyalty, to attract potential customers, Enterprise must integrate the existing irrational channels based on the CRM.This paper includes seven chapters; the first chapter describes the research background and problem, domestic and foreign research analysis, research method, and the framework of the thesis. The second chapter describes the basic theory, including channels, customer relationship management, channel integration, so this part provide a theoretical basis with later chapters. The third chapter discusses the necessary of integration the distribution channels based on the CRM, including confirming the combination mode, evaluation the channel performance, integration channel resource, managing channel transition, and monitoring channel integration. The fifth chapter summarizes the previous arguments and then put forward the conceptual modes of integration distribution channels based on the CRM. The sixth chapter gives some advice to other enterprises. The seventh chapter sums up the disadvantage and limitation of the paper, and then prospect the aspect of latter research. At last, the results of this study have certain reference value of integration distribution channels for other enterprises.