The Applied Research About The Customer Relationship Management Of Taobao

The client relationship management ("CRM") was born with the renovation in economic environment and management philosophy, which brings a lot of value to business management. Its intention is to help enterprises build up and maintain more, longer and deeper relationship with clients and set up and improve the core competitiveness. This thesis is based on the successful operation in practice of www.taobao.com ("Taobao"), probed its current status and market competitiveness, and thoroughly analyzed how its CRM strategy help build up its core competitiveness. At the same time, this thesis analyzed issues Taobao is facing from the perspective of CRM and evaluated Taobao's optimization and development solutions. The application of CRM is important to Taobao through the analysis of its successful strategy and operation model. CRM theory evolves and develops with the progression of economy. The innovation of this thesis mainly includes:Select Taobao which is the typical case in on-line shopping industry as the objective for research, thoroughly analyzed Taobao's current status and operation model, summarized the characteristic of Taobao's relationship with its clients, and evaluated and assessed its CRM strategy and optimization solution. Through the research of this thesis, we trends to provide driving forces to build up the CRM and strategic guidance to implement CRM not only to enterprises who are conducting electric commerce business but also to enterprises in other industries. The methodology used in this thesis integrated theoretical research with practical research and integrated comprehensive analysis with logical induction through paper research and on-line research etc. This thesis includes12charts,1table and is derived with reference to28papers.