The competition of Economic globalization has made the custom to be the one of most important recourses in enterprise. The option of the custom in most degree decide the live and development of the enterprise. The market had gradually changed to buyer’s market from seller’s market. And the management also changed from product-orientation to customer-orientation. CRM is gradually developing as the change of market management orientation and has more and more important effects.
The CRM begin to development from the middle of 1990’s. in the recent 10 years , CRM isn’t in full of use and operation. Especially for enterprise of china, although they have a clear understanding of CRM, but they less the ability to take it into practice, which make CRM just operating in big enterprise such as Finance、Exchange and Telecom. The lack use of CRM has caused bad effect to their development. Especially now the foreign enterprises had entered into Chinese market and our enterprises has more competition stress. If not make good use of CRM, our enterprises will face threatens in their process of development.
The thesis give simple summarize of CRM, and make the operation of CRM in P&G as an instance, give a elaborate of the importance of CRM, summarize the key factors and counter-policy, and hope to give some enlightenments to the operation of our enterprise.
【Key Words】CRM; Localization of CRM in P&G; CRM System; Countermeasure of CRM
