In today's globalized world, establishing a cross-channel brand communication system is essential for overseas store enterprises to effectively reach and engage with their customers. This system allows businesses to communicate with their customers across various channels such as social media, email, and in-store interactions, creating a seamless and consistent brand experience. In this article, we will delve into the strategic planning practice of customer relationship management (CRM) for overseas store enterprises, focusing on the establishment of a cross-channel brand communication system. The first step in establishing a cross-channel brand communication system is to understand the target audience and their preferred communication channels. This involves conducting thorough market research to identify the channels that are most commonly used by the target demographic. For example, younger consumers may prefer to engage with brands through social media platforms, while older consumers may prefer email or in-store interactions. By understanding these preferences, overseas store enterprises can tailor their communication strategies to effectively reach their target audience. Once the preferred communication channels have been identified, the next step is to integrate these channels into a cohesive brand communication system. This involves ensuring that the brand's messaging and visuals are consistent across all channels, creating a unified brand experience for customers. For example, the brand's tone of voice, visual identity, and key messaging should be consistent whether a customer is engaging with the brand on social media, through email, or in-store. In addition to consistency, it is also important to personalize the brand communication for each channel. This can be achieved through the use of customer data and insights to tailor the messaging and content for each channel. For example, a customer who has previously made a purchase in-store may receive personalized recommendations via email, while a customer who has engaged with the brand on social media may receive targeted content on that platform. Furthermore, the establishment of a cross-channel brand communication system also requires the implementation of a robust CRM strategy. This involves the use of CRM software to track customer interactions and preferences across various channels, allowing overseas store enterprises to better understand their customers and tailor their communication strategies accordingly. By leveraging CRM data, businesses can create targeted and personalized communication that resonates with their customers, ultimately driving engagement and loyalty. In conclusion, the establishment of a cross-channel brand communication system is crucial for overseas store enterprises to effectively engage with their customers. By understanding the target audience, integrating communication channels, ensuring consistency and personalization, and implementing a robust CRM strategy, businesses can create a cohesive and effective brand communication system that drives customer engagement and loyalty.