The demonstrational analysis for
customer relationship
management of Y Company
ABSTRACT
With the advert of the Internet, informationzed and digitized exchange modes swept nearly every corner of the world. Accordingly enterprises operation and administration idea is also greatly urged to reform. Now in the unique demanders' market of China, high-quality products are no longer the vital key for companies to succeed, developing effective CRM, maintaining better customer relationship, obtaining large customer resources and supplying personalized products or services according to customers demands turn to be the essence for companies and the guarantee of long-term growth.
Mass operations and low costs decide that chain operation will be the main developing trend for retailing industry and the primary support industry for government in the future.
The paper firstly analyzed meanings and functions of conducting CRM in chain enterprises. Through systematic research, the necessity and possibility of CRM executions in chain enterprises are clearly stated. Then from the aspect of recognizing, defining and maintaining customers of chain stores, the basic idea of CRM execution is proposed. At the end of the paper, Y company are applied so as to furnish operational references for CRM execution in chain enterprises.
Key words： Chain Enterprise，Customer Relationship Management，Customer Data Warehouse
