The Research On Customer Relationship Management In Zhejiang SUPCON Technology Co., Ltd.

In the current knowledge-based economy era, industry convergence and business competition are increasingly becoming the main theme of the times. Meanwhile, the customer has become the company’s most valuable scarce resources. Zhejiang SUPCON Technology Co., Ltd. is a private high-tech enterprise in the field of automation research and development. After several decades of development, SUPCON company has become the leading automation equipment manufacturer and solution provider, and faces the choice towards internationalization. In the increasingly the market competition, the company’s traditional management mode cannot meet its high-speed development needs. How to improve the viability, growth of dynamic capabilities and sustainable competitive advantage of Zhejiang SUPCON Company by effective marketing management and customer relationship management becomes the important issue that the business managers must face.This paper, firstly, sorted out the related theory research on CRM and Customer Value and then analyzed the company’s CRM problems and reasons according to the analysis conclusions of the current customer relation management. Secondly, based on related research on customer value theory, the article analyzed the customer needs and built out the company’s customer value measurement system. Thirdly, the article is also using advanced data mining techniques to classify the company’s customers, and proposed a corresponding personalized marketing strategy for different customer groups. Finally, to further improve the company’s customer relationship management system, this article put forward some feasible suggestions, from the organizational and cultural construction, CRM system construction, the project team building and performance appraisal system, to safeguard the effective implementation of CRM strategy.Based on the analysis above, this paper came to some conclusions:Enterprises should pin their hopes for the survival and profitability on integration of customer relationships, and the adoption of optimal management of customer relationships to achieve customer resource value and the maximum corporate profits after experiencing the price war, the quality war, advertising campaign, and the brand war. The thinking of business management theory in Zhejiang SUPCON Company should evaluate from the Products Center theory, Sales Center theory, and Profit Center theory to the Customer Center theory. The company should take the customer life value as a benchmark, and maximize its profit in the process of satisfying customers’ benefits. Therefore, how to measure the customers’life value and manage the customers differently has become the key point. Otherwise, this paper pointed out that to construct and prefect the system of customer relationship management, we should not only focus on "Hard Conditions" such as CRM software system, but also focus on the "Soft Conditions", and promote the institutions innovation.