1.1 CRM systems
Along with the shifting of marketing research theory from the traditional transaction-oriented to relationship marketing, Customer Relationship Management (customer relationship management CRM) has got more and more applications in Chinese enterprises (Peelen E, 2005). CRM insists on continually satisfying the needs of individual customers, creating more value of variation for customers and establishing long-term cooperative relations with customers according to the customer character，then enhancing the ability of enterprises to meet the needs of society.
CRM can help enterprises better attract potential customers and retain the most valuable customers.
First, CRM is considered a management idea; its core idea is considered from marketing theory. CRM helps enterprises to manage customers as the most important resources, and emphasizes on customer-centric. Through deeply analysis of customers' demand, enterprises can improve customer service, continuously improve customer satisfaction and loyalty and get customers' lifetime value.
Secondly, CRM performs as a set of software and technology, which closely combines the optimal business practice and data mining, data warehousing, sales automation, as well as its information technology. It also collects and extracts useful information relating to customers, makes use of models and other technical methods to costs effectively through information sharing and optimization of business processes.
1.2 Key Account Management
2.2 Key Account Management
论文题目：Customer Relationship and Sales Management
论文用途：硕士课程论文 Master Assignment