The Research Of Customer Relationship Management For Chinese Cosmetics Enterprises

In the current market environment, the traditional management concept for the center with product is clearly out of style. In order to obtain rapid development and improve the satisfaction and loyalty of customer, the enterprise must take the customer as the center of management, establish a long-term stable positive customer relationship. Customer Relationship Management (CRM) originated in Relationship marketing, and it is a customer oriented way of operation and management to help enterprises analyze and meet Customer demand and finally realize the maximization of the value of customer resources. Although in recent years, domestic scholars have done lots of theory research about customer relationship management and many domestic industries apply it to practice gradually, the effect is not significant Cosmetic industry as a fast consumable industry, customers is obviously crucial for enterprises in this industry. According to related research survey, the effective management of customer relationship can decide a future development trend of cosmetics companies in a very great degree. In addition, the cosmetics industry is one of the earliest industries in China’s opening to the outside world, with the rapid development of economic globalization the market competition of the cosmetics industry is increasingly intensified. In the face of such fierce market competition, if the Chinese cosmetics enterprises want to occupy a place in this industry, effective customer relationship management is imperative.Most of the current domestic cosmetics companies don’t treat customer relationship management comprehensively and scientifically, so the running efficiency of customer relationship management (CRM) system is much lower than the international large enterprises. In such a huge market prospects, customer relationship management systematic reform of domestic cosmetics enterprises is particularly urgent. On the basis of the literature analysis, integrating theory with practice and questionnaire survey research methods, this article selected Chinese cosmetics enterprises as the research object to carry on the thorough research about the Customer Relationship Management (CRM) of the Chinese cosmetics enterprises.First, this paper studied the related theory and content of Customer Relationship Management (CRM).Secondly, the current general situation of the Chinese cosmetics market and the application situation about the Customer Relationship Management (CRM) of the domestic cosmetics companies’are analyzed. Thirdly, this paper uses the method of questionnaire survey to carried out a statistical analysis on the customer satisfaction and loyalty of the domestic cosmetics market.And then the article researches the problems in implementing customer relationship management of the current Chinese cosmetics enterprises. Finally, according to these problems, this part puts forward the corresponding solutions.The purpose ofthis paper is to analyze the customer relationship management of the Chinese cosmetics enterprises and research to play a reference and enlightenment role in the development of Chinese cosmetics enterprises.