The core of Customer Relationship Management (CRM) is to upgrade the extent of automation of Process mainly by constantly improving the Processes relating to Customer relationship such as sales，marketing and service, thus to maintain the relationship between the enterprise and its customers and to maximize Profits from its customers. CRM requires the enterprise to treat customers from all levels and upgrade customer satisfaction and loyalty through efficient integration of the corporation culture, human resources and business Process with the organization structure.
This paper firstly introduces the conception and relational theory about CRM. In the paper, author discusses CRM application in medium and small-sized enterprises depending on the case of Ningbo Shenhua Co.Ltd, and puts forward correcting idea and proposes according the questions in implementation. The author also establishes an information management Platform for NingBo Shenhua Co.Ltd in the paper, so to promote the level of marketing and sales, to advance customer ’s loyalty, to strengthen its integrated competition. The author will be gratified if she can provide a reference case in the paper by researching CRM case of Ningbo Shenhua Co.Ltd in order to push CRM implementation procedure of the Middle and small enterprises in China.
KEYWORDS：Customer Relationship, Customer Relationship Management (CRM), Medium and Small-sized Enterprises, Informatization
