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Research on the Customer Relationship Management in Information Enterprise

Author: GaoPeng
Tutor: LouCeQun
School: Central China Normal University
Course: Political Economics
Keywords: Information Enterprise Customer Relationship Management CRM Customer
CLC: F49
Type: Master's thesis
Year: 2005
Downloads: 267
Quote: 0
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Abstract


The customer relationship management is a newly-emerged concept in management field. Along with the rapid development and prevalence of the computer soft ware technology and network science, this concept has won many enterprisers’ recognition and acceptance. And the software CRM (Customer Relationship Management' dissertation">Customer Relationship Management) based on this theory has already been implied in enterprises widely. So whether the information enterprise, as a kind of typical high-tech enterprise in the 21th century, could adopt the customer relationship management system or not? And how to exert the huge potential of the CRM in the information enterprise? Based on the common characteristics of information enterprise, this thesis discussed several problems of the implication of CRM in information enterprise. This paper mainly has five segments.The fist part is the base of the thesis, introducing the meanings, characteristics and goals of implying CRM in information enterprise and establishing the target and meaning of the research. By defining the information enterprise’s concept, type and characteristics, the writer ensured the possibility of implication of CRM in information enterprise. By explaining and analyzing the CRM’s definition and characteristics, the writer confirmed the goal of implying CRM in information enterprise.The second part mainly discussed the customer analysis. Customers are the living bases of enterprises. The customer analysis is the first step of the customer relationship management. And the customer information management could ensure the customer analysis. By analyzing the characteristics and scope of the customers in information enterprise, and concerning with the three aspects of customer segmentation, the customers could be sorted into five types, namely the potential type, the striving-for type, the wobble type, the ideal type, and the abandoned type. At last, the writer analyzed the influence of customer analysis on

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