Obtaining Enterprise´s Sustainable Competitive Advantage from eCRM

In e-commerce era, successful strategic CRM is the basis for a sustainable and hard-to-imitate competitive advantage, however, how does electronic customer relation management (eCRM) help enterprises to obtain the competitive advantages? This paper just gives an answer to this question. This paper sets out from analyzing the source of enterprise´s sustained competitive advantage, studies the function and tactics of customer relation in the obtainment of enterprise competitive advantage. Meanwhile, through typical case analysis of network enterprise Alibaba, it expounded the fact that enterprises can obtain the competitive advantage through implementing electronic customer relation management in information technology era.