电子商务环境下零售企业的客户关系管理（Customer relationship management of retail enterprise in e-commerce environment）.docVIP

电子商务环境下零售企业的客户关系管理（Customer relationship management of retail enterprise in e-commerce environment） Customer relationship management of retail enterprises under e-commerce environment (CRM 1 Customer Relationship Management in e-commerce environment The concept of customer relationship management (CRM) was first put forward by American Gartner group. It is a kind of business strategy to select and manage valuable customers and their relationship. CRM grew up in the traditional business. And is widely used in electronic commerce, in the e-commerce environment, enterprises can be more flexible use of information and communication technology, through multiple communication and marketing channels, customers, partners and market. Multi channel interaction through the electronic commerce to give, not only to grasp and manage information, but also can dig out the maximum business value from each communication, and constantly improve the quality of services, the maximum to meet customer requirements, enhance customer loyalty to the enterprise, consolidate the customer base and the source of profits. The use of 2 CRM in retailing 2.1 retail applications in CRM 2.1.1 obvious investment returns In the past 10 years, the retail industry especially the rapid development of chain supermarket, at the same time, with the access conditions of the retail market China gradually relaxed, the international retail giants have landed, such as the United States, WAL-MART, Carrefour, Metro and other german. The idea that these super retail businesses pay full attention to customer care and services has begun to be valued by retailers, and CRM is heating up in this industry. Facts have proved that CRM has brought a positive return on investment for retail enterprises. The systems communications, procurement and interactive information deepen the understanding of the enterprise, simplify knowledge management, and use this knowledge to increase sales and expand returns. 2.1.2 expanding custome