| Chinese apparel companies are facing the problems of brand competition, product homogenizationand and low customer loyalty. They do hope to be more competent, and to improve the customer satisfaction and profitability with the help of CRM system. But at the same time, due to the late start of electronic information system deployment and the high failure rate of CRM system, apparel companies are hesitating to build CRM system.The thesis analyses the current situation and problems of AB apparel company and its customer relationship management system, and propose the AB’s CRM development goals based on the study of domestic and overseas CRM project. Based on the above, the methods and process of building AB’s own customer management system are explored by combining project management techniques. The whole project process is divided into three phases, each phase has its own project implementation plan and target.Finally, the experiences and lessons of AB customer relationship management system are summarized in this thesis.Through the research conducted in this thesis, it is concluded that project management technique has significant role in building customer relationship management system, and so on. |
