On Whole-process Management of Customer Relationship

In terms of management process and based on summarizing and arranging the existing research findings of customer relationship management (CRM), this paper goes against the idea of reducing CRM into either a concept or a strategy or an application system because CRM actually includes three levels of managing concept, implementation strategy and application system, which are integrated as an organic whole, hence this paper applies such qualitative methods as literature study and logical reasoning, etc. to propose the whole-process management strategy system of enterprise-customer relationship, including customer acquiring strategy, customer satisfying strategy, customer loyalty strategy and relationship renewing strategy, etc., which link each other and combine closely to construct the whole-process managing strategy of customer relationship. For every link of CRM, the author provides concrete marketing managing strategy for enterprises to refer to in their CRM practice.