【摘要】：With the development of marketing economy, the market trends to varsity, requirement of the customers trends to personalization, Marketing competition is extraordinarily sharp nowadays and Enterprises penetrate the marketing theory into research of strategic contrivance, resources planning, human resources, customer relationship management (CRM) as well as internal and external environment. It provides the foundation to CRM that information extent, office automation degree, improvement of management level. The Concept of market economy deep into everyone, which market the emphasis of advanced enterprises transfer from with the center of products to win the center of customers. Therefore, CRM becomes the important factor for enterprises forming competitive advantages. CRM research is the highlight topic in the filed of marketing research. How to operate the customer asset efficiently, to develop, maintain, apply and accrual will play an positive role.
The paper with the background of Jilin Forest Industry Co.,Ltd., adopting CRM theory, can help enterprises develop, obtain and maintain customers extremely, and make enterprises progress steadily via analyzing assets and problem of customers. Combined the methodologies of theoretical analysis, Literature research and practical investigation, the thesis tries to apply theories into practice. Part of theory application is the author's conception after the research into CRM, bearing the hope for rendering recommendations in favor of management of Jilin Forest Industry Co., Ltd.