Marketing System Design Of YF Company Based On Customer Relationship Management

With the development of economic integration the population of new type business models like online marketing and e-commerce, the global economy has entered a new period of transition. In this process, the traditional "product-centric" business philosophy has already been not able to meet the fierce market competition of the new era and the frequent transfer of customers. In order to better maintain the customer relationship and to accumulate customer resources, companies have to change their business model into "customer-centric". Under this circumstances, Customer Relationship Management (CRM) theory are getting more and more attentions both from scholars and entrepreneurs.Different from traditional marketing theory that conduct non-discriminatory practices to all customers, CRM is beyond the simple "two important relationship" of sale, instead, CRM treats each customer as a separate entity and try to understand the difference between the value of different customers. By using differentiated marketing, CRM helps companies increase efficiency and realize maximized profits. In this process, customer satisfaction is the core concept of CRM, and the importance of the implementation of CRM is to enhance customer satisfaction as well as customer loyalty, and enhance raise the customer value. Customer segmentation and customer retention are the two core aspects of the implementation of CRM.This paper firstly introduces the basic theory of CRM and its two core aspects-customer segmentation and customer retention; then, based on internal and external marketing environment analysis of YF company (In this thesis, YF company means Beijing E-fine Technologh LTD), we design and structure the marketing system based on CRM and give out suggestions on marketing strategy. We holp the study of this paper will provide a practical reference for implementation of CRM-based marketing management in medium-sized and small enterprises.