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er positioning, CRM system can help enterprise put great force to manage and mine the customer information. Thus, the CRM system can effectively avoid the invalid higher advertising spending and greatly reduce the marketing and sales costs of enterprise. At the same time, the CRM system can also reduce the costs of retaining old customers and accessing to new customers. 

2.5 The advantage of CRM system  CRM的优势

1) CRM system can automatically create all kinds of data report based on the customer information in system. Thus, the CRM system can provide strategic direction for marketing activities of enterprise products. 
2) CRM system can give suggestion for setting sales target based on the feedback of customer information. According to this sales target, sales department can easily make different selling plan. 
3) CRM system can provide the documentary information, transactions of business person for management team. Thus, CRM system can make managers easily understand the achievement of each business people, and manage the personal development of staff. 
4) CRM system provides a large number of “survey report”, including market trends, the weakness of competitors and so on. These survey reports can provide enterprise with latest sales information for management, which can effectively improve the business efficiency and the enterprise economic effect level. 

2.6 Summary 总结

As the competition of global market is aggravating gradually, in order to maintain the development and survival of enterprise, a successful organization must be customer centric. In order to keep rapid company growth, the company must make a timely response to customer requirements and provide the service or products needed by customers. Customers are the central resources of company. Thus, how to get customer information in time and management the customer relationship has become one of the most important challenger for the development of companies. This essay has specifically analysed the successful implementation of CRM in Apple Inc. and described how CRM system works in Apple Inc. Moreover, this assay has also clarified the importance of CRM system for the future development of companies. 
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