The Reconsideration and Improvement Tactics About the Application of Customer Relationship Management
Along with the rapid development of market economy, the enterprises have gradually established customer centered management mind in China. The customer relationship management (CRM) can help the enterprise make full use of advanced information technique to optimize its resource allocation and to reorganize its business process in order to provide comprehensive and individual service for customer, and improve customer satisfaction and loyalty. However, it is far not enough if the enterprise only possesses advanced technique system. The key success factor of CRM lies in how to apply the technique system. Therefore, this paper analyzes the problems of CRM during its actual application process, and puts forward corresponding application tactics, in order to provide theoretical instructions for the CRM system application in Chinese enterprise.
customer relationship management marketing strategy competitive advantage customer satisfaction customer loyalty
ZHANG Zhongke
School of Management Hebei University of Economics and Business Shijiazhuang, P. R. China
国际会议
长沙
英文
3240-3243
2010-05-11（万方平台首次上网日期，不代表论文的发表时间）