The latest advances in information technologies, such as the Internet and the database, make it inescapable for companies to become customer-oriented. Customer relationship management is the most developing part in the software market. Companies can encounter their customers through the Internet easily and at the low cost.
The marketing theories recently moves from mass marketing to individual marketing, which is permitting companies to consider a return to customized marketing. Mass customization is the ability to prepare on a mass basis individually designed products and communications to meet each customer's requirement.
This thesis studies related researches of strategic customer relationship management for the traditional manufacturers as well as technologies developed through the practical use in the applied cases like mass customization, which helps traditional manufacturers such as furniture makers establish the business strategy on the Internet and continue to survie in the information age. This case will be useful in planning the Internet business for traditional manufacture
