The Study On Customer Relationship Marketing Strategy Of YLZ Company

In the economic globalization and the changing market environment at home and abroad,the traditional marketing theory is increasingly difficult to meet the development requirements of the modern enterprise,in order to obtain competition advantage in the fierce market competition,the enterprise chooses to establish a win-win relationship with customers,and the relationship is in fact the customer relationship marketing.Nowadays,as a new marketing concept,customer relationship marketing theory is practiced by more and more enterprises.Customer relationship marketing is a series of corporate marketing activities that focus on customer satisfaction.Through the implementation of customer relationship marketing,the long-term relationship between enterprises and customers can be established so that the interests of both sides can be effectively balanced to form a win-win situation and ultimately benefit the enterprise.In nearly two decades of development,YLZ has been focusing on the people’s livelihood information service industry,maintaining continuous innovation in the marketing mode and core technology,and achieving the periodical results.In recent years,the dynamic changes of the market environment of enterprise management has brought YLZ Company’s marketing activities many problems,which requires the YLZ Company to keep up with the market environment change,to develop and implement marketing strategies in line with the company development strategy.Through the implementation of customer relationship marketing strategy,the enterprise can be cultivated with the ability in the aspect of relationship marketing,constantly meet the dynamic requirements of customers,get more customers resources,thus can effectively promote enterprise’s core competitiveness.Currently,the main YLZ Company marketing problems for the customer as the center of marketing concept enforcement is not enough,the low importance attached to customer satisfaction and customer loyalty,the lack of enterprise culture and marketing strategy integration,underestimate the role of customer delivered value,and improper marketing process control,etc.In this paper,the customer relationship marketing strategy of YLZ Company is studied based on the qualitative research method of YLZ Company.Using PEST macro environment analysis,SWOT strategic analysis and Michael Porter’s Five Forces Model analysis in-depth analysis YLZ company internal and external marketing environment,and combining with marketing development trend and YLZ Company development internal and external environmental factors,explore the problems,which restrict the development of the enterprise market marketing and put forward the company present and the future implementation of relationship marketing strategy and safeguard measures,namely YLZ Company should set up the customer as the center of customer relationship marketing concept,through the fully communicate with customer,understand customer needs,improve customer satisfaction and customer loyalty to develop and establish a close relationship with customers;At the same time,it puts forward the guarantee measures of the customer relationship marketing strategy of YLZ Company from the aspects of perfecting organizational structure,standardizing financial system,valuing human resources and strengthening enterprise culture.The contribution of this paper lies in the fact that from YLZ Company customer relationship marketing perspective,combining the theory of relationship marketing,customer value theory and related marketing analysis tools,systematically analyzes the YLZ faced by the company’s marketing environment and present the necessity of the implementation of customer relationship marketing strategy,and based on the characteristics of the YLZ Company’s main information service industry of the people’s livelihood,and according to company development present situation,put forward the targeted customer relationship marketing strategy implementation suggestion and implementation of security.It is of reference significance to YLZ Company’s current and next marketing strategy,and has a certain contribution.Through research on YLZ Company customer relationship marketing strategy can be seen that,at present,the government public service deepening reform of the people’s livelihood,strengthen the people’s livelihood guarantee and improve the background,the people’s livelihood information service industry faced with important development opportunities.At the same time,the people’s livelihood information service industry enters the rapid development stage,the market competition is increasingly fierce.People’s livelihood information service enterprises are required to adapt to the market development changes and formulate marketing strategies that meet their own development needs.In the new period,the drawbacks of traditional marketing theory are gradually emerging,and enterprises engaged in the information service industry should establish a new relationship with customers,namely,customer relationship marketing strategy.Through the implementation of customer relationship marketing strategy,establish and maintain a good relationship with customers to obtain stable customer resources and finally achieve success.