A Case Study On The Customer Relationship Management Of South China Network Power

In the era of E-commerce, the increasing risk of losing advantageous position propels one company after another to make adjustments such as redistributing resources and readjusting working procedures, giving more weight to the market by investing more human power, material resources and financial fund and showing more concern about customers'experiences and feelings. Thus, the key strategy for a company to survive or even get further development under this circumstance is mainly about how to keep the customers by learning their needs and satisfying them.Customer Relationship Management (be abbreviated as CRM below), a customer-centered management strategy, can thus never be ignored. With the aid of modern information technology (IT), CRM can equip the enterprise with more powerful customer-dealing capability and thus bring out the maximum profits through the readjustments of its working procedures and organization structure. It is no wonder that CRM is a hot issue in the area of enterprise marketing and management and it is of significance for an enterprise to secure or even promote core competitiveness.There are altogether five parts in this paper. The first part is the introduction in which the author introduces the background of CRM and its current status. The author also introduces the research methods adopted in this paper: document analysis, comparison analysis and diagrams illustration. In the second part the author illustrates the basic model of CRM and then introduces three basic theories: the theory of Customer Life Cycle, the theory of Customer Value Identification and the theory of Customer Loyalty. In the third part the author first gives a complete introduction about South China Network Power, i.e. the enterprise in which the author works, from the following aspects: the enterprise's development history, its organization structure, its product structure and its marketing models. Then the author gives a detailed analysis about the market environment of South China Network Power with the help of Michael Porter's Five Forces Model. At last the author illustrates the significance of CRM to the South China Network Power. In the fourth part the author gives a detailed analysis about the South China Network Power including the enterprise's CRM system structure, the interactional CRM, the operational CRM, the components of analytical CRM and its functions. In the last part after an assessment of the performance of CRM system in South China Network Power, the author provides some suggestions which could guide the enterprise's practice in its future development.