Research On Customer Relationship Management's Application In Direct Selling Business

With market economy changing from the seller's market to the buyer's market, the competition focus is transferred form products to the customers'resources. Nowadays the research of CRM(Customer Relationship Management)has been a heated issue. There has been great development in the CRM theory and technology applicance. CRM is the combination of the three important elements; the customer, the relationship and management, it represents the shift of enterprise's emphasis while facing the global competition. Generally CRM contains the following functions: management of customer information, management of marketing, management of products sale, management of service, customer concern, etc. the direct selling business which implement CRM in order to carry out the enterprise operation mechnism that focuses on customers and to meet the individual demand of customers and establishing a kind of CRM model which can be fully adapted to the direct selling business is becoming an urgent issue.The paper focuses on the research of the CRM's application in direct selling business integrating qualitative method and quantitative method. And more details are as followed: Firstly, it introduces the fundamental theory of CRM acting both as software tool and an advanced management thought, the research actuality both in and abroad China are introduce, and function, system's and the tendency of development. Then, it discusses the characteristics, operation model and E tendency of the direct selling business. Secondly, according to the design and guiding ideas of CRM, combining the direct selling business's characteristics and requirements, the paper establishes the CRM model in direct selling, which contains Customer Call Center, Data Mining and Data warehouse, Marketing Management System, Saling Management System, Service Management system. Finally, a case of the direct selling business performing CRM is analyzed.This paper shows that the direct selling business must stress the customer based idea in the management system, and through the system to prompt the sales to build the customer based idea, and consider the perspective of the customers in everything, remain more old customer and grow more new customer, and to promote the fine development of the company, prompt the estensibility of management system, and work of the management preferably.