| The customer relationship management (CRM) appeared in America,and applied rapidly in western nation as a set of the system of the management theory. It is necessity that enterprise put CRM in practice because of development of society and economy and enterprise development. In e-business times,the enterprise traditional resource,for example, products and price can not bring new competition power in drastic market competition. It is nothing but customer is most important resource. So, the freight forwarder enterprise must face the big problem that how to keep competition and development power. It is the key of enterprise survivorship that how to attract and retain the customer and elevate the customer satisfaction and loyalty because of drastic competition.In this article, the definition, meaning, central contents and development history of CRM were expounded from analyzing trade background and characteristic of freight forwarder trade. Then the article analyzed existent problem and reason on the freight forwarder trade CRM application, through theory, analyzed the freight forwarder enterprise how to apply various stage characteristic to manage their customers, and according of trade character, explained necessary and step for freight forwarder enterprise carrying out CRM. Finally, the article introduced correlative conception about customer relationship value and satisfaction and Loyalty, and the reason that customer's loyalty arises. Integrating myself practical work, build up a set of valuation index system of freight forwarder'customer value, used a mathematic model for demonstration analysis. It estimated three different customers through quantitative index and non-quantitative index.As brand-new conception, CRM is a most defiant question for study that set up a set of CRM system according to enterprise practical situation. How to apply CRM philosophy and technology to material enterprise and play function will be researched deeply farther. |
PDF Full Text Request