Researching Of Marketing For SMEs Based On E-CRM

With the reform and opening up in the last century, the medium-sized and small enterprises inChina made a rapid development, and played a more and more important role of the national economy. Butdue to their small scale, the shortage of capital, the limited resources, human resource depletion, the smalland medium-sized enterprises in China is often the disadvantaged in market competition. Especially sincethe latter half year of2007, the medium-sized and small enterprises were influenced by the global financialcrisis and a series of changes of domestic macro environment. Many medium-sized and small enterprisesmet the trouble in producing and managing, some of them even are on the verge of collapse. The peoplepaid much attention to small and medium-sized enterprise’s survival and development. The study on smalland medium-sized enterprise had become a hot spot of our country.With the coming of knowledge economy and the development of economic globalization, thecompetition among different medium and small-sized enterprises are growing, when customers as anenterprise success of important factor. Enterprise’s operation mode, technology, capital, marketing strategyis more and more easily be competitors imitate, but relations with customers is based on long-termaccumulated customer data and master the customer demand preference, is based on the simple copy not,therefore, and customer relationship has become the construction of enterprise’s core competitive abilitykey factors. With the spread of the Internet, information and technology resources in the global scope toredistribute, make everyone get their knowledge of the information needed to greatly reduce the cost, andimprove the strength of the knowledge of the customer, make customers in the enterprise’s "game" to knowmore of the initiative and options. It also makes more and more enterprises realized: the success of anenterprise comes from the value of the clients to discover and to customer resources competition, marketingaround customer unfolds, the market strategy must be from "with products as the center" to "take thecustomer as the center". Face the "electronic customers", many enterprises customer relationshipmanagement as a management idea a marketing strategy.With the global into a new e-commerce age, more and more companies use of advanced datamining technology analysis customer background information and the past transaction data to gainknowledge, firmly lock customers. Along with the development of network technology and electronic commerce popularization, customer relationship management has entered a new stage of development, theemergence of the so-called e-commerce environment of customer relationship management (E-CRM).E-CRM is to show enterprise from its strategic height of using modern information technology, effectivelyintegrate e-commerce, and customer relationship management, through to the enterprise marketing processof customer relationship management of electronic, Internet, improve the business process automationdegree, reduce the cost of sales, shortened sales cycle, improve customer satisfaction, enlarge the share ofmarket system solutions and management optimization method combined.E-CRM has emerged as the medium and small enterprises in China marketing provide a newstrategies and ideas. In today’s Internet the growing popularity of age, how to use E-CRM to improve theirown customer management quality, for enterprise’s marketing service, is the medium and small enterprisesface a opportunity and challenge. E-CRM can say is a double-edged sword, for small and medium-sizedenterprise provides a development and expansion of the chance to catch up with the big enterprise, but alsoface further behind in large enterprise challenge.This paper mainly discussed the E-CRM in small and medium-sized enterprises in China in themarketing tactics, to small business market marketing and E-CRM theory and combining the currentmarketing the actual problems appeared in the process of our country’s small and medium-sized enterprise’smarketing E-CRM mode are analyzed and discussed finally put forward some marketing methods andstrategies. All in all, this paper E-CRM small enterprise marketing detailed analysis and comb, and putforward the countermeasure, the hope can for the medium and small enterprises in China marketing toprovide some beneficial reference and suggestions.