The Experience Of Customer Relationship Management In Tmall And Its Enlightenment To The Internet Companies In China

Under the background of Internet-based market, Customer Relationship Management (CRM) has become an important way for enterprises to improve their ability to adapt to the market. With the continuous development of e-commerce, online shopping has become one of the most important lifestyles of people, which also contributed to the development of Internet promotion. However, it also brought many problems, among which, contradictions between buyers and sellers are increasingly rising. Contradictions between buyers and sellers can affect the sustainability and stable development of enterprise-customer relationship. How to effectively solve the contradictions and help Internet enterprises maintain good CRM has become a new subject in the academic research.CRM is to provide a full range of management perspective for enterprises to improve customer communication skills and maximize customer profitability. CRM is a business strategy and management mode, which effectively organize enterprise resources according to customer segmentation, develop customer-centric business practices and implement customer-centric business processes. CRM stresses on improving profitability, revenue and customer satisfaction. It is a customer-centric management technology that pursuits enterprise-customer integration. Besides customer-centric, it is also demand-oriented and comprehensively integrate. Customer relationship management implementation model is divided into sales management, marketing management and customer service and support management, customer relationship management architecture can be divided into a support layer, operation layer, layer analysis and collaboration layer.In terms of the status quo of CRM in China’s Internet enterprises, the factors that affect the CRM of Internet enterprises in China include financial factors, technical factors, safety factors, logistics factors and social environment factors. The problems existing in the actual operation of the Internet enterprises are:lack of impact on the overall performance of business collaboration, Internet companies lack of in-depth understanding of customer, CRM is not integrated into the enterprise strategy, lack of information and data integration and utilization.Tmall as a well-known B2C company in Internet enterprises, provides one-stop solution for businesses and consumers. Tmall deals with a large variety of business suppliers and different groups of individual customers. It is experienced in relationship management and familiar with customer relationship maintenance and design. Tmall’s CRM is of important reference to other Internet companies. Tmall has advantages in products, services and its CRM support. Tmall’s CRM success lies mainly on adhering to the "customer-centric" membership management, establishing a scientific and reasonable quality standard, implementing brand marketing, improving trade disputes and customer service and using scientific detail measures to manage customer relationship.Tmall’s CRM model provides enlightenment for other Internet enterprises to further optimize their CRM model and strategy. Overall, enterprises can improve via adopting the internal strategy and the external strategy. The internal strategy requires enterprises to integrate CRM into the overall strategy of the enterprise and establish customer database to manage customer information according to categories. The external strategy demands to develop CRM performance evaluation system dedicated to Internet enterprises and to carry out scientific research on customers, implementation of sophisticated management; adjustment strategies for companies to establish customer trust mechanism.