With China enters into WTO, fierce competition and dynamic，business environment bring great challenge to many traditional medium and small enterprises in China. customer have more choices than ever. Market has changed its character from seller's market to buyer's market, and customers are becoming the focus of the competition among corporations. In the new market environment, the traditional production-oriented, product-oriented, technology-oriented have transferred to customer-oriented. CRM(customer relationship management)is a Customer centric business philosophy, business strategy, and a corporation culture in which a company focuses it’s operations on organizes around attracting, fulfilling and retaining the most valuable customers. And it makes the relationship the best position. It concentrates on promoting the overall relationship between corporations and customers with the best way and maximizing the customer lifetime value. Medium and small enterprise in china has it’s own characteristics which is different to large enterprise. So it’s staff quality and management thinking is much below than large one. It brings more resistance and higher failure rate than in large ones when applying CRM.
Based on this background, according to the CRM application In shuan yang company, this paper analyses it’s existence problems from the point of view of transforming of corporation culture, BPR(business process reengineering), draws a conclusion on how to solve them about CRM applications in this company. and shuan yang is a typical small and medium enterprises .thus, author hopes it’s useful and helpful forother Chinese medium and small enterprises to introduce CRM.
KEYWORDS： CRM；Small and Medium Enterprise ;Shuan yang Company；BPR；Corporation Culture.
