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Study on the Construction and Implementation Guarantee of Enterprise Customer Relationship Management System

Author: YeChun
Tutor: HeYiQing
School: Nanchang University
Course: Business Administration
Keywords: CRM Competition Customer Loyalty Degree Company Strategy Enterprise Culture
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 218
Quote: 0
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Abstract


In the recent years, with the development of economy and the increasing competition of the market, more and more enterprises consider the Customer Relationship Management is the key factor for the enterprise to get the long term profit, and it is the resource and the final assurance for enterprise to get competition advantage. The enterprise will manage the relationship between customer and the enterprise through CRM, continue to reinforce the communication, to understand the customer requirement, improve the products and service to promote customer satisfaction and loyalty, and achieve the win-win between the customer and the enterprise.The customer relationship management will influence on the enterprise sustainable development and market expansion, it is very important to PA company whose competition advantage was shortened gradually by the competitor. The company will obtain more loyal customer by the CRM strategy implementation, to enhance the key competition and realize the maximize profit and long-term development.This thesis set PA company as an example, through the PA company analysis both in operation management and market development status, to prove that CRM is necessary and important. In this thesis, on the basic of PA company customer classification and competition analysis, we use the modern and key theory of CRM to establish4layers frame model of CRM. in different views, we elaborate the supporting measure for CRM implementation successfully, then promote customer satisfaction and loyalty, further enhance the key competition, achieve the goals as formulate the CRM strategy, fully integrated enterprise resource, realized the profit maximum. Of course, this thesis also related to practical development, pointing out the pending questions and improvement solutions in our current Customer Relationship Management.

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