Introduction to CRM Systems in Chinese SMEs

Abstract

CRM (Customer Relationship Management) is an efficient management tool for an enterprise to improve the service level and customer relationships. However, CRM is not widely applied by Chinese SMEs. The implementation of CRM still faces some problems in Chinese CRM market.

In this thesis is CRM systems applied in Chinese SMEs were discussed Chinese,including the current situation of CRM and what the SMEs need from a CRM system. In addition, it was discussed how to implement a CRM system in Chinese SMEs.

Dinghao co., LTD is a typical small enterprise in China, which applies a primary management and service system. In the last part of the thesis, there is a project about how to apply a CRM system in this company. Based on the specific requirements, Dinghao co., LTD should choose suitable CRM vendor and implement the plan.

According to the research, there is a potential need for CRM among Chinese SMEs because improving service quality is a demanding trend in China. Thus, CRM will play a more and more import role in Chinese SMEs.