Research on the customer relationship management system based on relationship marketing theory

Although, under e-business condition, the application of Relationship Marketing(RM) in Marketing Automation(MA) sub-system of Customer Relationship Management(CRM) has been accepted and applied more and more widely, some problems came across, however. And failure cases were not barely seen. This article tries to, from the point of view of e-commercial management, and based on RM and CRM (including MA) theoretical systems, analyze the relationship between RM and CRM, prove and enhance the possibility of applying RM in CRM MA sub-system, find out the sticking points with the consideration of the application in practice, and, finally according to previous diagnosis, give some suggestions and measures to solve those problems. This article associates theories and practice so close that we could hope it helpful in future application.