Research On Key Customer Relationship Management Of XX Media Company Based On The Analysis Of Profitability

In face of the trend of the economy globalization,rapid market development and diversified customer needs, the customer relationship management(CRM)is becoming more and more important to the enterprises. Lots of enterprises recognize that the key customer (KC) has strategic significance to the survival and development of the business. So that how to improve and upgrade the key customer relationship management to enhance the profitability of the business, thereby enhancing the enterprise's core competitiveness is increasingly becoming the business focus.This paper attempts to probe into the theories and real practice of profitability analysis and management for key customers, by way of combining theory with practice. The paper first traces the concepts of customer relationship management,key customer relationship management,key customer profitability and other related theories and their developing process. Then, the author explains the importance of the key customer relation management based on the analysis of profitability to the business's operation and management. Secondly, by introducing XX Media Company's actuality and existing problems on key customer relation management, the paper discusses on the four concrete steps of profitability analysis suggested by the author. Finally, according to the basic analysis findings, the paper gives recommendations for improvement for XX Media Company that how to manage his key customers based on profitability analysis.By researching on key customer's profitability analysis and management of XX Media Company's, the author thinks that the best practice of CRM undoubtedly depends on the suggested ways and process for how to grasp and measure the economic value of key customers to the corporate's benefit. By managing the key customers based on the analysis of profitability, the executives can design different models of management and services, according to the income and profit brought by the KC, thus enhancing the business competition and development.