China’s Retail Customer Relationship Management Applications Research

With the full liberalization of China’s retails and the process of economic globalization, many international large-scale retail enterprises enter to the Chinese retail market. With the advanced management concept of large-scale foreign retailers, retail enterprises must change management philosophy. China’s retails implement4C (Customer, Cost, Convenience, Communication) as the modern enterprise management mode. Chinese retail enterprise must use information technology to enhance the competitiveness of enterprises and capacity. CRM system is a good tool of the combination. CRM system plays an important role in the retail business. Chinese retail enterprises should accelerate the implementation of customer relationship management applications. CRM system can narrow the gap with foreign retailers and enhance the core competitiveness of retail businesses. This paper analyzes the knowledge and general model of customer relationship management. Think of the competitive position of retail businesses and Information technology, we give a CRM structure of china retails business. We forward the corresponding views of china retailers.