The Special Demand Research Of CRM System In Enterprise

In today’s highly competitive business environment, with increasing competition,many business types, the globalization of the market economy, and the competitionamong enterprises have increased sharply. Especially in the new economic era,customers have become the critical factors and the source of profits in the enterprises,which means who grasps the customer who gets the market. It makes the enterprisestrategy gradually transformed from the "product-centric" to "customer-centric".Enterprises have to communicate with customers through a variety of channels andget more information from this interaction to understand and serve the customers.Only by improving customer satisfaction, together with increasing their own profit,can they get a favorable position during the competition. However, how should thecompanies understand the customers’ needs, and how should the companies do tosegment the customers in order to change the relationship between company andcustomers and thus to improve the customers’ satisfaction? Customer RelationshipManagement (CRM--Customer Relationship Management) was born as theinformation management mode used to solve the above problems.Frist of all, Customer Relationship Management (CRM) emphasized on thecustomer-centric thought, which should be penetrated into every link of the enterprisemanagement. Only in-depth study of the characteristics of enterprise itself and theindustry it belongs to, reengineering and optimization for the business process of theenterprise, and construction for the CRM model and the operating system based ontheir individual needs, can the enterprises get help from this for their development.Garment enterprises in our countries almost are labor-intensive ones, and thedegree of automation is still relatively low, which brings certain difficulty to realizethe garment enterprise informatization. Besides, the process of clothing enterprisebusiness is complex, and cumbersome, and many garment enterprises need to handle hundreds of inventory of raw materials, products, auxiliary parts and so on every day,and to manage the numerous styles, structure, customer identification, even more data,which makes it particularly important to effectively manage the relationship betweeninternal and external customer relationships in the very complicated management.Based on reading a large number of CRM’s theoretical knowledge, I wasresearch and analysis the garment industry business process and customer relationshipin the enterprise, in order to construct a suitable CRM system mode for the specialdemand business process of our garment enterprise. This paper is divided into fiveparts. The first chapter is the introduction, mainly introduces the background andsignificance, research status at home and abroad, purpose, method and the innovationof the research; the second chapter introduces the general type of CRM, the basicfunctions and the system structure type; the third chapter mainly introduces theapplication status and the existing problems of general CRM in China’s clothingenterprises; the fourth chapter analyzes the feasibility of garment enterprise on CRMapplication, including the human resources condition, resources condition, technicalcondition, financial resources condition, management resources feasibility condition;the fifth chapter is on the base of the application for CRM of outer processinggarment enterprises, in line with the spirit that CRM implementation focuses oncoordination&improvement of the process, the business procedure implementation&management for outer processing garment enterprises get a support by the analysison the difference between outer processing clothing enterprise business procedure&universal CRM software procedure, combining the examples of Suzhou LichengClothing Enterprise, which makes CRM project of the business procedureimplemented by outer processing clothing enterprises becomes more feasibly.