Research On The Core Customer Relationship Management Of K Company

With the rapid development of the economy and the increasingly integrated global economy,the continuous enrichment of product categories,similar products,competition intensified,the business environment of the enterprise has undergone dramatic changes in the market gradually from the seller’s market to the buyer’s market.Customers are no longer passive recipients,their position in the transaction has undergone a fundamental change from the customer to accommodate the product into the product service customer era.Customers are the most important resource for enterprise survival and development.How to acquire and maintain customers become the priority of enterprises.How to occupy more customers ’resources is the key to the success of enterprises.Therefore,enterprises are gradually improving customer service and enhancing customers’ Satisfaction and loyalty,enhance customer value to expand their income and profits.So the gradual development of customer-centric customer relationship management and other related theories,these theories greatly enhance the market competitiveness of enterprises for the development of enterprises to make a great contribution.But with the development of enterprises and the increase in the number of customers,limited resources and technical conditions and cost constraints,can not put all the energy and cost evenly on each customer who,but should choose one of the most favorable and most business High-quality customers to focus on the maintenance and development,the focus from all customers to focus on one of the core customers,this change to promote the core customer relationship management and development.In this paper,we first study the theory of customer relationship,market one-to-one marketing theory and core customer relationship management theory,take K company as the research object,carefully analyze K’s marketing management organizational structure and core customer management mechanism,The customer management problem,the core customer identification method is not perfect,the organizational structure and core customer relationship management does not match the incentive mechanism unreasonable problems,followed by the core customer relationship management needs to build a set of "refused to part of the demand,Part of the demand,to create a part of the demand " as the principle of core customer identification,core customer development,maintenance and the amount of customer relationship management system.Finally,according to the core customer relationship management specific implementation details,from the enterprise strategy,organizational structure,performance appraisal and information construction and other aspects,put forward a number of optimization countermeasures.