A Study On Customer Relationship Management For We Chat Platform Customers Of F Company Based On Customer Segmentation

With the intensification of market competition,the main battlefield of enterprise competition has been shifted from the previous "market share" to "customer share",and the business philosophy has involved from the traditional "product-centric" to today's "customer-centric".This point has been fully reflected in the booming Internet industry in recent years,of which the Traffic(customer)has become the industry consensus.Only by acquiring customers and establishing and maintaining long-term,and sound relationships with customers,as well as understanding the characteristics of customers,can we have the opportunity to provide products and services that meet the needs of our customers,or ultimately maximize the profits of the company.F Company is a micro-starting company in the industry,mainly engaged in the combination of online and offline used clothes recycling business,while operating the ecommerce platform based on the WeChat platform.With the dividend period brought by the WeChat users soaring,F company's problems in customer relationship management have gradually emerged,which has seriously affected its future strategic planning.Therefore,based on the theory of customer segmentation and customer value classification,this thesis draws on the thinking mode of big data,and adopts the literature review,statistical analysis,data mining and other research methods to conduct a systematic customer relationship management research for WeChat platform customers of F company.Through comprehensive analysis and research,it is found that there are mainly several problems in the customer relationship management of F Company: insufficient customer segmentation,imperfect customer data files,insufficient analysis of customer preference products and insufficient customer churn management.In view of the above problems,starts with the study on customers and their preference on products,and carries out a clustering analysis on customers and commodities,then combines the overall data analysis to develop a customer relationship management strategy as well as provide an implementation guarantee plan.Through this research,Company F can effectively improve its customer relationship management and establish a customer relationship management system based on customer value classification,as well as ensure the continuous acquisition and maintenance on customer resources and a good development momentum.In this research,there is a certain innovation and practical value,and it is hoped that other scholars will carry out further studies based on it.