| According to the traditional retailers, online retail is a business of risk and opportunity. While the establishment of enterprise strategy and operation which take the customer as the center has become the basic rule of business success, traditional retailers in the online retail business, must fully understand the differences of the online customer and entity customers in the consumption concept, consumption behavior and support technical, and base on the differences, we should segment online customers effectively, and to provide targeted relationship management solutions, proper value of experience, to every customers segments, then could attract and retain customers, to achieve the success of the enterprise.MeiYiJia is the largest convenience store business in the Pearl River Delta region, As a traditional channel they successfully provides customer value and gain success. In the emerging online retail market, they carry out online retail business following themselves position. In this paper, we analysis the actual process of MeiYiJia develop online retail business, summarize a universal customer relationship management strategy which has guiding significance for other online retail, including the model of customer segmentation, customer relationship management system and the method of developing customer relationship management. We hope those achievements could be used by the other traditional retail enterprise when they develop online retail business, and reduce the cost of business process of trial and error, improve the core competitiveness. |
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