| Under the condition of market economy, market main body competition gradually change from the pure quality of goods, commodity brand competition to the competition of channel and customer information resource. Customers are the basic and most crucial elements of channels constitution, who can grasp the customer resources, is equivalent to master the channel resources, also formed their initial place in the industry, which has a more favorable position in the market. So, the focus of business lies in customers. At present, however, there are a considerable number of enterprises for how to understand the customers deeply, grasp the customer resource and meet their needs, how to divide the customer level, improve the relationship between enterprises and customers, lack of corresponding solutions and measures. Customer relationship management came into being under this situation.This article, firstly, bring forward the investigation background and importance of the topic, research contents and methods, followed by combing the domestic and foreign literatures about customer relationship management, and then take A enterprise as an example, introduces the background, organization structure and A enterprise industry status, and analyses the serious problems of A enterprises are facing, and through the form of questionnaire survey, according to the feedback in a enterprise at all levels of sales and management personnel, a customer relationship management present situation and reality angle data analysis, thus infer the urgency of customer relationship management. Finally, based on present situation of A enterprise’s customer relationship management and proposed corresponding to improve customer relationship management system, customer identification and differential customer specific measures as the effective improvement scheme, for solving A enterprise’s problems and in the follow-up of customer relationship strategy, further establish the customer value as the future aim and direction. |
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