Research On Customer Relationship Management Of Lanen Medical Beauty Company Based On Customer Value

Enterprises share the marketing costs on each customer basically the same,but the customer returns to the enterprise profit is very different.Through customer value analysis,it has become the biggest challenge for Lane Medical Beauty Company to clearly identify which customers have higher value and how much resources the company should invest in attracting or retaining these customers.In this paper,Lane Medical Beauty Company as a specific research object,the status of customer relationship management was analyzed.Combined with the existing index system and interviewing the relevant experts of the company,from the current value and potential value,the candidate set of customer value evaluation index of Lane Medical Beauty Company is constructed,and a multi-level customer value index system of 2-level,4-level and 9-level is formed.This paper confirms the weight of each level index and calculates the customer value by using the analytic hierarchy process,and classifies the customers by using the clustering analysis method,so as to enhance the customer value and the competitiveness of the company through the differential management.Through this study,we can see that the problems of CRM in Lane Medical Beauty Company are as follows: lack of scientific and effective customer segmentation,lack of targeted hierarchical management,customer information management system application is not enough;according to customer attributes,this paper puts forward targeted.Management strategy: to promote the potential value of customers into high-value customers,promote the secondary value of customers to high-value customers,differentiate the treatment of lowvalue customers three aspects of customer value promotion strategy;the implementation of customer high-value customers,sub-value customers,potential value customers,low-value customers of the differential management strategy;Customer relationship assurance strategies include improving customer delivered value,consuming integral reward scheme,investigating customer satisfaction regularly,and establishing customer retention mechanism.