In the late 1980s, the booming Internet technology gave birth to a new business model -- e-commerce. Initially e-commerce met the consumer demand of the customers efficiently with its network of information flow. However, with the continuous development of people's consumption concept, the primary online marketing e-commerce has been unable to realize its initial advantage. Customer demand structure is complex, varied, random, and increasingly showing travel alienation, personalization features. Therefore, how to get personalized proactive demand and meet it became an urgent e-commerce development in a timely manner. This paper introduced customer relationship management theory and analyzed the problems of the existing e-commerce customer relationship management, and gave some suggestion for remodeling core competitiveness of enterprises in the fierce competition in the e-commerce.