Research On Customer Relationship Management Of Infant Formula Brands Based On Social E-commerce

Nowadays,with the continuous development of Internet technology and the emergence of various types of social platforms,the market competition of customer traffic is very fierce,so transforming traffic customers into stable customers has become the key to enhance the competitiveness of all kinds of enterprises,thus forming a customer-centric business management concept.Customer relationship management is guided by customer needs,and the resource base of an enterprise is customer groups.By strengthening the two-way communication mechanism with customers,better services can be provided to customer groups,which will help to improve customer satisfaction and enable customers to continuously bring business value to the enterprise.As a well-known infant nutrition brand,brand M is committed to providing high-quality infant nutrition milk powder.It was launched on social e-commerce in early 2018.The customer relationship management on social e-commerce is still immature and perfect,which has affected customer satisfaction.Therefore,this article takes Mead Johnson as an example to study its customer relationship management on social e-commerce.This article is based on customer satisfaction theory,and uses research methods such as literature research,interviews,and questionnaires to conduct customer relationship management research with brand M's customers on social e-commerce.Through interviews and surveys,we found that brand M 's customer relationship management in social e-commerce has the following problems: the cognition and positioning of social e-commerce are inaccurate,too simple customer classification management,less customer interaction and care,and incomplete customer management mechanisms.The cause of the problem is the concept of management does not match the development of new social platforms,imperfect customer relationship management systems,inadequate capital investment,and the characteristics of social platforms.In light of the above problems and analysis of reasons,we have proposed optimization strategies for brand M 's customer relationship management on social e-commerce,including changing managerial concepts,customer relationship management,customer sub-regional management,customer relevance management,establishing an e-commerce exclusive points system,and develop a community management strategy.This study will provide brand M with relevant experience of customer relationship management in social e-commerce,so as to solve the existing problems effectively,which is conducive to the improvement of customer stickiness and loyalty,and also can provide reference for the same type of brands in social e-commerce customer relationship management.