Performance Evaluation of Customer Relationship Management under Supply Chain Integration: A Fuzzy Comprehensive Evaluation Approach

The development of economy, science and technology have reinforced the integration of supply chain. Customer Relationship Management (CRM) is an effective informational management method of the integration of supply chain enterprises. At present, CRM has been applied in many supply chain enterprises. Through investigation and establish evaluation indexes, got the quantitative indexes by expert evaluation, this paper has studied on it using the fuzzy comprehensive evaluation method combined with the specific situations of supply chain enterprises, then got the fuzzy comprehensive evaluation model of CRM performance under supply chain integration, so we can get an objective measure of CRM performance which brought to supply chain enterprises. This model is established with the actual situation, which is benefit to the supply chain enterprises to promote the use of resources and the optimal integration of existing resources, in order to promote the overall level and scale development of logistics industry. Simple model will have a good application.