Notice of RetractionResearch into the Crucial Factors of Successful Enterprise CRM - A Case of Haier CRM System

Abstract

With the competition getting fierce increasingly, more and more enterprise realize the importance of Customers Relationship Management. This paper investigates the case of Haier Customer Manager to discuss the key successes factors of CRM implementation in Chinese enterprise. In the process of CRM implementation, Haier puts marketing process reengineering and organization reform into practice on the matching platform of its strategic target and information technology. Marketing process reengineering enables Haier to adopt Customer Manager System, aiming at achieving win-win operation, as well as enhancement of both enterprise value and customer value stimulated by the market. Haier's CRM system is of great theoretical value and practical significance to discuss CRM mode for Chinese enterprise.