安徽ww酿酒股份有限公司客户关系管理系统分析-analysis on the customer relationship management system of anhui ww brewery co., ltd..docx

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安徽ww酿酒股份有限公司客户关系管理系统分析-analysis on the customer relationship management system of anhui ww brewery co., ltd..docx

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安徽ww酿酒股份有限公司客户关系管理系统分析-analysis on the customer relationship management system of anhui ww brewery co., ltd.

AbstractCustomerRelationshipmanagementwhichstemsfromnewbusinessmodelscalledcustomer-centricisanintegratedITtechnology.Itisanewkindofoperationmodeandmanagementmechanismwhichautomateandinformationizetherelationshipbetweenenterprisesandtheircustomers.Throughsignificantcommunication,CRMunderstandsandinfluencescustomerbehaviorandeventuallyrealizesincreasedcustomeracquisition,customerretention,customerloyaltyandcustomerrevenue-generating.Infact,CRMissomekindofmanagementidea.Itistheresultofinternalpromotionofcustomer-centricbusinessphilosophyandthesoftwarerealizationofcustomer-centricflow.ThesuccessofCRMprojectdependsonitsintegrationwithinternalmanagementflowandtheimplementationofflowoptimization.Italsodependsonwhethertheenterprisespayingstrategicattentiontoit.ThehighestlevelofCRMshouldmakeitpenetrateintoeveryaspectoftheenterpriseandmakeitinvisible.Atpresent,CRMtheoryanditssystemarehottopicsofacademicandbusinessresearch.Andithasbeensuccessfullyimplementedinmanyenterprises.CRMsystemhasbecomeanimportantmeansofimprovingthecorecompetitiveness.Basedoninvestigation,thispaperintegratescustomerrelationshipmanagementandtheactualsituationofAnhuiWWWineCo.,Ltd.(WWCompany)andanalyzestheCRMofWWCompanyfromtheangleofmanagement.ItstartsfromtheanalysisofthecurrentsituationofwineindustryChinaandAnhuiProvince.ThenitintroducesthebasictheoryandsystemcharacteristicsofCRM,theoryresearchandimplementationofCRMbothhomeandabroad.AnditalsopointsoutthethreekeyfactorsthatdeterminethesuccessfulimplementationofCRMwhicharehuman,technology,andthereengineeringofbusinessflow.Thirdly,basedonsufficientinvestigationonWWCompany’ssalesmanagementorganization,products,customerstructure,saleschannelsandmarketmanagement,theauthorfindsthattheredoexistsomeproblemsneedingtobesolved.Accordingtothatinvestigation,thepaperdiscussesthenecessityandsignificanceandanalysesthefeasibilityofCRM.Afterestablishthegoal,clueandprincipleofCRMdesign,accordingtoAnthonyStructure,thepaperoffersthecompanysstrategyofWW,management,operationoft