The Study On Application Of Customer Relationship Management In Small And Medium-sized Enterprise

With the progress of the society, the development of world economic integration, the competition betweenenterprises is fiercely and fundamental changes have taken place in the traditional business model. Ourcompetition between enterprises, especially small and medium-sized enterprises have gradually developedfrom "product-centric" to "customer as the center". Traditional crude management has already been notadapted to today’s enterprise development. The loss of customer resource is immeasurable to the enterprise.Butwiththelessofloyaltyofsalesstaff’s,thestatusofcustomerrelationshipmanagementintheenterpriseisbecoming more and more important. Small and medium-sized enterprises in our country contains a lot ofproblems existed in customer relationship management (CRM) applications, such as lack of awareness ofdomestic enterprises. Lack of funds in our country and enterprise personnel’s quality is relatively low. Therestriction of small and medium-sized enterprises technology and other reasons made our small andmedium-sizedenterprisecustomerrelationshipmanagementsystemdevelopslowly.CRM is advantageous to the enterprise and the information sharing between partners through the behaviorof all parts of enterprise and release information barrier. And it can also unify all parts of departments inenterprise. Customers inCRM are not only one individual, but also may be a real enterprise which is relatedto financial enterprise. Consequently, implementing CRM is advantageous to share information betweenenterprise and its partners. Through performing CRM, managing life cycle of relationship betweenenterprise and customers can make it better developed. And it can also amplify range of enterprise andimmediatelycontrolthechanceofmarketandoccupymorefractionsofmarkets.