Research On Customer Relationship Management Of QL Company Based On Customer Value

In the era of industrial economy,the product standardization and quality management system establishment can help enterprises to reduce the costs and maximize the profits,and then gain the advantage of market competition.After the 21 st century,with the rapid development of science and technology,the homogenization of products tends to be serious.The situation of over-supply of commodities and more choices for end consumers has gradually replaced the supply shortage in the era of industrial economy,making more and more enterprises recognized if you want to maintain and expand market share,you must consider more of the consumer's demand.As for the low-voltage electronic industry has always focused on product quality and safety but under the dual market impact of domestic low-end products and foreign high-end brand,now the enterprise also have to transfer more effort to the development and maintenance of customer relationships.This thesis hopes can analyze and find out QL's problems in customer relationship management base on marketing and management subject,and then help QL company establish a customer relationship management system that suits for their characteristics.QL company is a professional company mainly for produce and sale of outdoor high level distribution equipment,low-voltage electrical equipment,after five years of unremitting efforts,the company's operations and development has been gradually putting on track.Throug the research of the basic situation and the current situation of customer relationship management of QL Company,this paper,based on a large amount of literature and information,and using the Porter Five Force Model,from the actual situation,conducted a profound analysis of the company's competitive situation,and then make QL company accurately recognize their position in their industry and the future direction of development;and then make QL company sales data and customer situation in 2017 sorted and classified in a reasonable way,also make a comprehensive comparison in both profit contribution analysis way and RFM analysis Customer segmentation under RFM way,and finally assessed out the QL's VIP customers,important customers and ordinary customers;then combined with the way of interview,aimed at service,quality,delivery and price and other aspects of the problem and through the understanding of different types of customers' evaluation about QL,summed up the QL's customer relationship management problems.At the end of this thesis,according to the results of interview,we find that each type of customer has different expectation for QL company.Now,rough customer management method can not satisfy all kinds of customer's demands well.Therefore,according to the characteristics of each type of customer,make the Specialized differentiated management strategy: Class A customers who create the most value for the company should enjoy VIP-class treatment,adopt customized service strategies,refined product strategies,relaxed price strategies and some special strategy that can be adopted in daily life emotional exchange;while for the B type of important type of customer through the expansion of the service strategy,co-product strategy and the ladder of price strategy to continue to tap the possibility of their becoming to Class A customers;this article suggests that for the class C customer,should be evaluated and investigated,for some potential customer can growth to higher class we should pay more focus on training and then make them to be our expected higher class customer;for some very normal customers we also can not to give up,need to keep up the present realationship status with them.C type of customer management strategy can be achieved through the choice of service strategy,proactive product strategy and comparative price strategy and etc.