| In modern society, with the increasingly fierce competition in the market and the change of customer value choice, the enterprise is aware of the importance of winning and retaining customers, making the enterprise pay attention to the management of customer relationship in competition tide. Provide excellent customer value is the fundamentality of enterprise competitive advantage, therefore, the management of customer relations in the enterprise management also becomes more and more important.The paper mainly discusses the concept of customers and customer relationship management in the first part: customer is the purchaser or users of the enterprise products and services. This concept is different from consumers or end users. Consumer is a general concept, referring to the buyers and users of product or service in the market. The management of customer relationship is the development strategy to improve the core competitive power, achieve rapid growth, regard customer as the center, and all the business process based on this, including for, the choice, development and maintain customer needs; it is the enterprise working practice based on the center of customer relations, through systematic research, optimizing the client organization system and business process, with the purpose of improving customer satisfaction and loyalty, efficiency and profits of the enterprise. It is also the total solution in the continuous improvement of enterprise and customer relationship of all business processes, and finally achieving the goal of electronic, automatic operation process, and the creating using advanced information technology, software and hardware and optimization methods of management,. In addition to the introduction of the concepts in the first part of this paper, it also introduces the classification of the customer and management of customer relationship. Customers can be divided into three basic types according to the buying purpose and scale will, namely the individual buyers middlemen client and reproduction, client. The management customer relationship is included of customer recognition, customer relations, the establishment , maintaining and losing of the customer.The management of customer relations in the practical management plays an important role. In the second part, the paper illustrates the basic condition of the management of customer relationship in enterprise applications. That is coalition of core competitiveness with management of customer relationship , business process reengineering, enterprise organization restructuring and the enterprise culture integration of management customer relationship .Secondly, a brief introduction to the theory of evolution of the management of customer relationship, which looks customers and customer relationship as research object. The management of customer relationship is divided into three types: cooperation model, The majority of the company's customers use this type of management, and products by customers, including phone, fax, E-mail, etc, and the interaction with customers and automation, integration of channel emphasize customers, employees, partners, through cooperation, make use of the interface, customers, employees and business partners real-time communication;operation model,It is the marketing automation, sales and customer service management automation with customer directly contact part, the purpose is to ensure the communication with customers, to ensure customer interaction through various enterprises can collect the customer needed information channels to build customer files and stored in the client database;analysis model,The data analysis and combining the actual demand of operation mode, the analysis of data is the next year, the important basis of classification of customers will make a valued customer information to customer knowledge, the original enterprise customer information management system to customer knowledge management system.In the third part of the paper mainly introduces customer relationship management research problems were reviewed and enterprise customer relationship management application. The former, through the management software, technology and management mechanism of two aspects, China petroleum company in south China sales have clear customer, before the supplier strategy under the propaganda, began to implement customer relationship management, and not according to the customer's requirements described tailored, buy much function, these functions doesn't suit the specific customer management requirements. summarizes the main research of customer relationship management problem: how to use data warehouse and data mining technology to find, establish, optimizing customer relationship, emphasize knowledge discovery, On the other hand, how to utilize the information technology to build customer relationship management system, emphasize customer relationship management system is a kind of management information system. South China's oil sales company's sales and customer communication between, there exist some provisions and customer communication frequency, sales and communication of high frequency during the off-season, Sales blitz, low frequency characteristics of communication. Therefore, the enterprise existing application system integration and application of outsourcing become the focus of attention. Management mechanism is designed to improve the relationship between firm and customer new management mechanism. China's oil sales company to this view China enterprise marketing activities affecting the units and individuals, and put them out of the customer relationship management, causing corresponding relationship of important value and management are not effectively, thus considerably hindered the normal development of marketing activities, affecting the market development and competitiveness. The latter, through the five aspects that the customer relations management in the actual problems existing in the application of customer relationship management, namely strategic vision and lack of clear understanding, customer relationship is pure "one to one" buy relations, customer relationship management is database software management, enterprise resource planning and call center is the necessary condition of customer relationship management, customer relationship management is lack of effective measure. South China's oil sales company still continue traditional way to measure the effects of customer relationship management. But these indexes only cannot achieve customer value and the company value, but also the unified accurately and objectively. At the same time, such as investment returns and market share such traditional index, are mainly reflected in the event of customer relationship management practice misleading.The fourth part, the paper introduced customer relations management of the vision contains two aspects. Then elaborates on the vision of the four stages: to evaluate the operating environment, create imaginary opponent's vision, try to change and establish business cases and identify key and plan and reform. And the development trend of the customer relationship management. Secondly, analyses the realistic significance of customer relationship management, enhance the value of corporate clients and improve enterprise employees working efficiency, help cultivate customer loyalty, and to enhance customer satisfaction and customer relationship management is adapt to the competitive environment, to realize the sustainable development strategy. Finally, put forward to solve the problems of customer relationship management countermeasures from four aspects, including the suggestion that value of customer relationship management, strengthen the necessity of implementing enterprise and customers establish good relationship between the client and to make a scientific and rational management and create adapt to differentiating the development of customer relationship management system. |
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