Facing New Chance in the Process of Globalization: Use CRM to Promote Corporate Culture Innovation

qing yi Chen

Abstract


The information technology, networking, globalization, culture constantly collide and blend towards the development of the network. Facing new changes in the face of future enterprise, the corporate culture of innovation should also expand the study of the organizational structure, communication, values and the trend of the future enterprise. CRM implementation is not just simply the installation and application of the new system. It's essentially the business flow, information flow, restructuring, reorganization of the institutional structure and incentives change. It requires producing a new, flat, interactive structure, and challenges the traditional vertical integration and pyramid structure. CRM really advanced management concepts to promote a corporate culture of innovation, so that each member of the enterprise could feel that the opportunities and challenges of the information age.

Keywords


Customer relationship management; Innovation; Enterprise culture; Globalization

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