Research On Application Of Customer Relationship Management Based On Membership Classification

At present,China's consumer market is undergoing a profound change,consumption will continue to show a steady growth trend,but diversification of consumer demand can be said to be the trend of the times,especially behind the upgrading of consumption,market segmentation is becoming more and more obvious,personalized,diversified consumption is gradually becoming the new momentum of current consumption growth.On the other hand,in the Chinese men's wear market,product homogenization competition and price vicious competition have become increasingly serious.Only by adapting to the changes of consumers' consumption habits in the market,satisfying customers' individualized and diversified needs,and launching active service and precision marketing,can men's wear enterprises break away from low-latitude competition.In the context of the upgrading of Chinese consumer market and the need for transformation and upgrading of Chinese men's wear enterprises,men's wear enterprises have paid more attention to the construction of their own enterprise membership management system.Enterprise strategy has changed from "product-centered" to "customer-centered".Whoever catches customers will catch the market.Under the current market background,no matter from the aspects of commodity planning,fabric development,style design,layout development,market development,marketing strategy,post-maintenance and so on,we need to take "customer-centered" as the enterprise strategy.In the Chinese men's wear market,how to maintain their loyal customers,effectively integrate resources and avoid market risks to help enterprises achieve the goal of enhancing competitiveness is one of the key issues for all enterprises in the market.Based on the actual situation of Youngor Apparel Co.,Ltd.,this paper analyses that there are still many problems in the membership management of the enterprise in meeting the needs of customers' individualization and diversification,and puts forward that the key to solve these problems is to construct the membership group value classification model and carry out data analysis on the basis of Youngor Apparel Co.,Ltd membership management.Firstly,this paper constructs Youngor Apparel Co.,Ltd membership group value classification model and summarizes the common characteristics of each membership group on the basis of the model,so as to analyze the consumption of each category of membership group and summarize the differentiated marketing strategy.Secondly,on the basis of Youngor Apparel Co.,Ltd membership group value classification model,this paper uses data envelopment analysis to analyze the input andoutput of the company to the membership group,so as to get whether the output efficiency of a certain membership group is sufficient and effective.It is found that the inefficient output of the membership group is based on whether to abandon the investment of excessive resources or strive to optimize through appropriate methods.Finally,through the objective analytic hierarchy process to study the Youngor Apparel Co.,Ltd membership group value classification model.Identify the optimal market maintenance strategies for different membership groups.Clear up the different value weights of market maintenance strategies,and analyze that those market strategies are more efficient for those member groups.In this way,it can provide personalized services to members,stimulate the potential needs of members,meet diverse market demands,provide targeted products,provide precise products and services for key members,and enhance the cohesion between enterprises and members.