The Research On The Customer Relationship Management Of Retail Enterprise

With China's entrance into WTO and the retail market fully opening to foreign investment, the retail industry has entered into a buyer's market and low-profit era. How to survival and development in the increasingly competitive environment has become to one of most serious problem. And then China's retail enterprise customer relationship management comes out. In China, although in recent years the researchers have made a lot of customer relationship management research and many retailers have begun to use, but the effect is minimal.In this paper, based on this situation the writer analysis the characteristics and the problems of aspect of Corporate culture, information management, staff training and evaluation mechanisms and so on of retail enterprises in China. In this paper, the writer make some improvements such as combined a similar corporate culture with CRM strategy, train staff systematic, pay attention to customer complaints and to establish the interdependence relationship between enterprise and customers. At last the writer increase customer loyalty through the improve customer satisfaction in order to solve customer relationship management problems which will provide us some meaning and value in using CRM in retail enterprises, and do hope can bring some advantages for the CRM of retail enterprises.