Internet-based Customer Relationship Marketing Research

In the late of 90s, with the rapid development in technology of network, communications and information, and the Internet is popularized throughout the world, we have stride forward into the age of Internet. It becomes more convenient and cheaper than ever for us to buy goods because of the information-shared, interactive and cheap characteristics of network. But electronic commerce became depressed when buying goods on the Internet was not popular. For companies, regardless of promotion on Internet or in store, they take more care of the profit. Now, customers and company can communicate with each other conveniently in virtual world of Internet and so the relations between customers and company become tighter.The thesis is divided into five parts. Part I , introduction, Provides the background and the practical significance of the main points in the thesis. Part II, presents concepts of customer relationship marketing based on the satisfaction of customer individual demand, and enhancement of customer's loyalty. The core of the thesis, part III & part IV, develop the comprehensive examination of the practice using the internet to achieve the interactive just-in-time communication with customer to acquire the information of customer's needs, and with the assist of information technology such as database to analyze the preference of customer's needs, and provide the individual customer-orientated service. PartV, addresses the exploration of customer relationship marketing and exams the level of customer relationship marketing.