Research On Strategy Of The Member Relationship Management Optimization Of Dalian IKEA

With the development of the times and the progress of the society,the retail industry is full of challenges and opportunities.At the same time,customers have much more choices through the fierce market competition and the new technology and ideas,so the market share of the real retail industry has continued to decline.It’s most important to maintain the relationship with customers and to exploit their maximum value.Family members,as the most loyalty group,could consistently provide turnover and profit to the enterprise,so the family members have become a key factor in a success of the company.Based on the theory of customer relationship,This article analyzes the current situation of the CRM system of Dalian IKEA and discusses the direction of system improvement.The study found that non-subdividing is the biggest problem with Ikea’s current CRM system.Because of this,it could not choose properly the means of maintaining customer relations and marketing methods.It costs a lot of money but is half as effective.After understanding the problems of the current system,this paper puts forward several measures to improve the CRM at different stages according to the customer life cycle theory:(1)First of all,subdivide customer group according to the members’ value to the company.the higher value of the members will enjoy the higher treatment,and vice versa.And then draw in potential members in the middle and make it more loyal to IKEA and contribute more value to the company.At the same time,this is also the maintenance and expansion of existing active members.(2)As time passes,the relationship between customers and the company will gradually decrease,and some customers will lose.The lost customer is the company’s potential treasure,and also need to be maintained and excavated.However,considering the cost,the lost customers are also classified according to their historical consumption level,and different levels of customers use different methods.(3)Recruiting new members is marketing to customers who are not yet members.Ikea membership registering is convenient,but the point is to be attractive enough.As known,improvement cannot be achieved overnight.Improvement process will encounter external and internal problems.Therefore,this paper also puts forward corresponding safeguard measures.Through the demonstration and implementation of this improvement plan,we hope to help China Ikea’s CRM system and maximize customers’ value.At the same time,it also hopes that through the verification of this system in IKEA,it will play a positive role in the retail industry member marketing system.