Research on Adoption and Diffusion of CRM from the Perspective of China

Abstract

As one important part of customer economy, CRM (Customer Relationship Management) has been widely adopted by various enterprises. By reserving win-win relationship between customers and enterprises, CRM can effectively help enterprises to increase profit margins, and to promote competitive power. To provide helpful views for researchers and business managers, in this paper we divided CRM developmental history into three stages, including embryo stage, formation stage (i.e. contact management, sales force automation and call center) and maturity stage (i.e. operational CRM, collaborative CRM and analytical CRM), and then we analyzed the stages respectively. Furthermore, we discussed on the actual applications in and outside China. We found that in China the basic knowledge of CRM still needs to be popularized, and a lot of Chinese enterprises are too sensitive to the prices of CRM products. Some helpful conclusions were provided finally.