Research On Customer Management Strategy Of Xuzhou BT Trading Company

Contemporary market competition is increasingly fierce,customers’ needs are more personalized,and choices are diversified,which requires trading companies to be able to provide more perfect and high-quality services.Especially for some large customers with long-term cooperative relationship and potential customers with considerable strength,it is necessary to develop a more comprehensive and perfect service system on the basis of existing customer relationship management.However,given the limited resources of the company,the enterprise must focus on those customers who can or are expected to bring real economic benefits to the enterprise.This requires a scientific and reasonable classification of existing customers and different management of different types of customers.Rational method,so as to make marketing work more targeted.BT Company is engaged in the agent sales of various types of liquid pump trading enterprises.In recent years,the demand of liquid pump market in all countries has been continuously increasing,especially in developing countries,the sales of liquid pump can maintain an annual growth rate of more than 10%,and the company has also developed and expanded.With the large increase in the number of customers in the company,all the employees of the company are trying to facilitate the transaction,on the contrary,they are seriously crowding in the human resources of the company,resulting in an impact on the core customer service.Therefore,the company urgently needs to adjust its thinking of operation and management.Use limited corporate resources for core customer service and potential customer development to avoid resourc Therefore,it is of great significance for how to effectively implement customer management,to retain core customer resources,to develop customer value,to improve enterprise performance,and so on.By using the theory of customer relationship management and core customer marketing,this paper studies and draws lessons from the previous research and practice results,based on the current business content,management results and market development direction of BT Company,analyzes the development prospects of the industry.In order to make clear the advantages and disadvantages of BT Company and its competitors in the industry and enterprise,and according to the customer characteristics of the company,the evaluation index system of customer value is constructed,and the existing customer information of the company is sorted out by analogy between BT Company and competitors of the same industry.Use Analytic hierarchy process to calculate the current value and potential of each customer.Then using SPSS software for two-dimensional clustering analysis,49 cases Theclassification results show that the current customers of the company are divided into four categories,namely,core customers,main / potential customers,general customers and small customers.According to customer attributes,the management strategies applicable to all kinds of customers are put forward.At the end of the paper,some suggestions on the improvement of BT’s customer management and core customer marketing are put forward in order to ensure the good development of BT’s relationship with its customers.