The Applied Research On Knowledge-enabled CRM Of Hunan Dabeinong Corporation

With the dynamic competition of market, traditional 4P's competing mode has been replaced by the concepts of customer relationship (CRM), and the future competition will not focus on product and service, but on customer relationships and customer knowledge management (CKM). The feed industries of China are at a mature stage, so the profit of per product goes down a lot, and the sellers can only earn slender money. China has promised to open feed industries to foreign companies after entering WTO, and there are over 15,000 domestic enterprises competing with no order, moreover, customer attain and reservation are the key point of the competition. As a result, we take the introduction of CRM of feed industry as a research project.This research takes Hunan Dabeinong corporation as an example, and review the theories of CRM, application of CRM, customer relationship and knowledge management to prepare for the following research. Firstly, before implementing the KCRM project, we have diagnosed the corporation in detail, and find the company has many disadvantages in customer management team, marketing organization, construction of information, customer service, and customer knowledge management. Secondly, we use PEST model to analyze the macro-environment of Hunan Dabeinong corporation, and find the corporation are in a good political, economical and law environment, but information technology are fall back competitors a lot. Thirdly, we put up a KCRM framework and system design of Hunan Dabeinong based on CRM and KM research, and plan for the functions and core technologies of KCRM, then pay attention to customer knowledge management. Fourthly, we analyze the obstacle of KCRM introduction, and deploy the implement steps for KCRM, then set down some measures to sweep the obstacle. Lastly, after the implement of KCRM, we should measure the performance of the project objectively, and we plan to use AHP method to dispose the importance of each item based on the perspective of customer, technology and finance.