Editor's note: At the end of 2002, there was a high expectation for CRM; at the end of 2003, the development of the CRM market was not satisfactory. Relatively, the development of CRM in the second half of 2003 improved, but it is difficult to improve people's confidence in the CRM market. However, there is still some "highlights", such as companies in some manufacturing industries, have also begun to focus on CRM and low-end enterprises CRM is expanded, and so on. This article will review the 2003 CRM market status and analyze some of the confuses faced by the market, and finally analyze the key factors in the 2004 CRM development.
First, 2003 CRM market conditions
Looking back in China's CRM market in 2003, from growth rate, it has a rapid growth rate; but from the total sales of the CRM software market, less than 200 million yuan. If the part of the CRM in the overall solution is calculated, the total amount is higher. Because many companies are not separately implemented CRM solutions, many times the CRM system is implemented in one and other management systems.
From the industry, relatively speaking, telecommunications, finance, real estate, circulation and other industries have strong demand for CRM solutions, and the medium-sized enterprise market shows strong procurement capabilities. From the region, the demand area is mainly concentrated in East China, North China and South China.
Second, 2003 CRM development confusion analysis
Software manufacturers are difficult to become large
Since the domestic application CRM, many CRM software vendors have occurred. International famous CRM software vendors, such as Siebel, PeopleSoft, SAP, Oracle, etc., have entered the Chinese market, and they occupy many high-end markets in China. At the same time, domestic CRM management software vendors have also developed a certain scale, emerging many brands such as innovation, TurboCRM, MYCRM, Kingdee, UF, Lenovo, and Wave Soft. But in general, the CRM software manufacturer in the Chinese market did not find a good development breakthrough in 2003, many of which were difficult to "fool". What is confused is why the market of CRM software vendors can't be opened, and it is possible to use unspeakable associated with CRM software vendors.
The CRM market is still immature
China's CRM market has not really matured, CRM's products, consultation, project management, project assessment, and CRM projects still have many problems: the development capability of analytical CRM software with independent intellectual property rights is not Strong; software function module is serious; software manufacturers' consultation power and industry experience are relatively weak; system maintenance, software upgrades such as project implementation is still very irregular. Such a market has a lot of opportunities and there are many risks. From a short manner, the CRM market will bring new hopes to many software vendors; however, from the long-term, with the further maturation and norms of the CRM market, those manufacturers who do not have long-term competitive advantages will be subject to the market. Phased out. Therefore, CRM manufacturers must obtain long-term development, CRM manufacturers should be more systematic, long-term consider their own advantages, profoundly study the opportunity and threats of the industry, optimize the integration of their own resources, knowledge and talents, and continue to enhance the core competitiveness of the enterprise. .
Third, the key to CRM improvement in 2004
Don't blame CRM "no interest" because it is still in the "childhood", because CRM is a common "child". At the same time, it is also clear that it is still not mature under existing conditions, and many domestic companies currently deploy "CRM system" is still very immature; but do not "CRM system" does not mean that we don't need CRM, you can say, Today's companies need to instill management ideas in CRM.
The current question is that how does China's companies use good-time CRM? It's hard! It doesn't mean that there is no way out, in China, for some industries, some companies, they have completely necessary, condition, and capable implementation or part to implement CRM management ideas and management methods. It can be predicted that the future CRM market has high development potential, because: the demand for corporate customer management is improved; the demand for corporate marketing, sales and service management is enhanced; corporate staff IT cognition and corporate IT foundation is improved; CRM software It is gradually going to mature; the CRM project management level is improved;
There are many key factors in the development of CRM market in 2004. First, from software vendors, the first, CRM software vendors should further enhance the functional level and application capabilities of the product, especially the product analysis capabilities, and integration with other mainstream applications. Ability; Second, CRM software vendors should in-depth development of CRM applications in the service industry, and further focus on the CRM applications of low-end enterprises, may be applications of some CRM point solutions, or some CRM comprehensive solutions.
From the perspective of CRM users, the first, CRM users should further enhance the understanding of the CRM strategy; second, CRM users should increase investment on analytical CRMs; third, CRM users should identify investment demand, formulate investment objectives Fourth, CRM users should strengthen management of data.
From the implementation of the CRM project, the methodology and process implementation of the implementation of the CRM project requires further standardization; second, the CRM project advances need more specialized CRM implementation consulting companies.
Despite the development of 2003, CRM is still far mature, but CRM is still very developing. According to CCID consultant: The average growth rate of China's CRM software market in the next five years is 44.6%, which will remain at a higher level. It is expected that the annual sales of 2005 can reach 439 million yuan, and the growth rate is 42.5%. (Finish)
