Research On Customer Relationship Management Of China Petroleum H Company

In recent years,with the impact of international crude oil prices,domestic refined oil prices remain at a low level and into the normal state,combined with the H city of refined oil retail more,the main competitors strong strength,China Petroleum H Company is facing unprecedented fierce competition and challenges.Customer relationship management as an important means to retain customers and improve their loyalty,for the China Petroleum H Company in the brutal competition in the market still maintain a good profit growth is of great significance.Therefore,for the China Petroleum H Company,the analysis and research of customer relationship management has a strong necessity and importance.Based on the thorough investigation of China Petroleum H Company and its refined oil market,this paper firstly analyzes and summarizes the current situation of its implementation of customer relationship management,and then combs and points out its problems in customer relationship management,then gives a brief analysis of the causes of the problems,and combined with the current domestic and international research on customer relationship management theory and its customer relationship management status,problem analysis,put forward the China Petroleum H Company customer relationship management system,and finally put forward its implementation Measures and Suggestions on Customer Relationship Management.China Petroleum H Company’s customer relationship management system includes four modules: customer identification,customer classification,customer maintenance and customer churn management.Each module is based on each other.In the customer classification module,this paper proposes the use of ABC identification method and CLV model to identify the customer value.In the customer classification module,this paper introduces the "gas station’s own strength" variable index,constructs the three-dimensional customer classification system,and divides the eight customer categories.In the customer maintenance module,this paper puts forward the principle of maintenance of the eight customers for the eight customers.In the customer churn management module,this paper puts forward the idea of pre-prevention and post-recovery customer churn management.