Study and Explores on CRM Based on the Supply Chain Integration (Customer Relationship Management) (Report)

The modern enterprise's inside and outside environment already had or are having the huge change, the network economical, the economic globalization swift development are causing the market competition to be intense day by day; Technology advancement and the humanity life style changing to cause the product life cycle is getting more and more short, and initiated the production efficiency to enhance largely, the economy condition transited to the surplus condition from the short condition, market transited to the buyers' market from the seller's market, the enterprise operation changes the multi-varieties, the small batch management from the single variety and the mass management, between the enterprises competition transits the customer and the information competition from the product and the service competition. In these environment's vicissitude, the customer relations management (is called CRM) to be honored as "the pass" of the enterprise competition to win in the 2l century. 1. CORRECT UNDERSTANDING OF SUPPLY CHAIN INTEGRATION CUSTOMER RELATIONS MANAGEMENT