Research On Customer Management Of H Beer Suzhou Market

With the increasingly fierce market competition, the homogeneity degree of factors such as product, price, marketing strategy becomes higher and higher in the beer industry, and also these factors can be imitated much more easily. However, the competitive advantage based on customer management has a high threshold. In the future, market competition is more than the product and brand competition, and more and more beer enterprises begin to pay attention to the core competition ability brought by customer relationship management. How to improve the operational efficiency of channel customers, improve the marketing channel to coordinate enterprises to achieve strategic goals, and improve effective ability to manage the end customer is an unavoidable problem for beer enterprises.For the problem of the beer enterprises in customer management, this paper introduces the market structure, the competition situation and market characteristics of the domestic beer industry. Based on this, customer management modes of the beer enterprises are discussed, and the advantages and disadvantages of the management modes are analyzed. This paper summarizes the H beer’s evolution stages in customer management, analyzes the market environment, advantages and disadvantages of each stage, and mainly analyzes the problems existing in the current customer management mode. According to the actual situation of the H beer market in Suzhou, in terms of channel customer management, this paper expounds the optimization work on building a channel customer system, establishing a strategic partner, and specialized labor division, and therefore brings plans of the relevant market risk. In terms of end customer management, according to the classification and characteristics of the end customers, optimizing analysis on strengthening the management of end customer visit, service etc is made. Following the principle of the standardized work process and the quantitative performance measures, corresponding sale team management is discussed.In conclusion, according to the requirements of the beer market environment and competition, this paper analyzes the basic types of customer relationship management and the existing problems, and on the basis of the analysis of the beer market environment in Suzhou, and introduces the H beer’s optimization work in channel customer management and end customer management, which gives reference to the beer enterprise on customer relationship management and marketing.