The Research Of Dealer Customer Relationships Management Under E-commerce

The development of E-commerce brings a lot of opportunities and challenges to the operation and management of enterprises.It breaks the traditional limit of space and time,reduces the distance between producers and consumers,improves the communication efficiency between the enterprise and customers as well as strengthens the competition between enterprises.The competitions between enterprises are converted from “production-centered” to “customer-centered”,Middlemen act as a contact bridge of producers and consumers,their features and customer value are different from traditional markets.Under the E-commerce environment,how to manage the customer relationships of the middlemen is particularly important and the main research contents are as follows.In this paper,the research background,objectives,significance,the main contents and methods,technical route,the main points of research as well as innovations of customer relationship management in E-business environment are introduced.According to some related articles,summarize the current research status of the CRM and the CRM in E-business environment and point to the deficiency.Then it illustrates the E-commerce and customer relationship management related theories,define the concept of dealer customers,categorize customer relationship management,and it emphasis on the main content of Analytical Customer Relationship Management(ACRM)including customer segmentation,customer keep concept and etc.Applying the relevant theories and methods of customer relationship management,and drawing lessons from the research achievements of other scholars,to analyse the characteristics of the electronic commerce environment and middlemen,building the intermediate customer segmentation index system from two aspects of the current value and potential value,data dimension reduction by principal component analysis(pca),and using K-means clustering analysis to carry on the customer segmentation to help enterprises to identify valuable customers and to allocate resources reasonably.Based on the foundation of value segment,the paper comes up with customer retention management and try to maintain the relationship of the intermediary who is valuable to the enterprise,preventing customer loss and cultivating customer loyalty.Finally,setting the L company as an example,the paper introduces the background and current customer relation management simply and then adapting PCA and K-means clustering analysis to carry out empirical analysis,divids the customers into three types through their value and eventually present a targeted holding strategy.