CRM Strategy Based On Customer Value Analysis Of F Qingdao Branch

Affected by the global economic crisis, the world trade contracted. Container Shipping, who moving more than 85% of the global trade, was falling in crisis of excess capacity and fierce competition. In order to gain market competitive advantage, the company should conform to the requirements of The Times, make the customer as the center of development strategy, grasp the trends of the customers’ demand, strengthen the contact with customers, keep and exploit the customer resource effectively, so as to attract and keep more and more customer to remain competitive and get development, then achieve the goal of more profits for the enterprise.This thesis is aimed to study F Container Lines Qingdao Branch’s CRM, which is taking the classic CRM theory”“Identify – Distinguish – Interaction – Customer”(IDIC) to be managed by periodic structure. Under the environment of Qingdao Port and the trade situation, this study draw lessons of management theory and the latest scientific research achievements of Customer Segmentation, Customer Value Analysis, Customer Relationship Management and Customer Service Management etc., Though subdivided and then analyzed the customers, we got the customer classification finally. The customers feel satisfied because of being treaded on one-to-one marketing and met their personalized need. In this way, improved the loyalty and retention, and then contribute the customer value continuous. Through the whole process, the enterprises improved the peofitability.There are six chapters in this thesis. In the 1st chapter, the paper introduces the background of the topics, the research content and frame structure. In the 2nd chapter which on the basis of theory and some theory related to this study reviews the literature, including customer segmentation, customer value, customer relationship management and customer service management related content, and the scope of research for this article. The 3rd chapter discussed from the environment of the container shipping’s development and the import-and-outport-trade in Qingdao Port, made a analysis of F Container Lines Qingdao Branch on customer relationship management presently. Then the paper put out some opinions on CRM. And finally provide out corresponding analysis. The 4th chapter is the key part in this article. The author make final customer segmentation for F Container Lines Qingdao Branch, with K-means clustering method, follow on the customer analysis of container shipping. Customer analysis mainly from the analysis of existing customer attributes and potential customers demand survey of two parts. The clustering segmentation based on customer value analysis finally, including customer value evaluation and enhancement. The 5th part is based on the customer value analysis, customer relationship management strategy mainly includes the “perfect the management”,“promotion the model” and “management thinking keep pace with The Times”. In the last part of the article, the author has carried on the induction and summary to the full paper, and points out the limitations and deficiencies of this study. Wish a further promotion and improvment in the follow-up study.This thesis, studied the CRM of F Container Lines Qingdao Branch, taking the view of the combination of theory with practice. An operational improvement measures are put forward by the author in this paper, which took some positive influence for the container shipping enterprises on carrying out the the customer service and management.