Research On Optimization Of Customer Relationship Management In C Jewelry Company’s East China Region Based On Private Domain Traffic

China’s Internet traffic dividend has been exhausted,the cost of customer acquisition has been rising year by year.Enterprises have to treat private domain traffic carefully.Under that background,consumption behavior has undergone a subversive change;the way to measure customer value has changed too.How to optimize the customer relationship management system to improve customer loyalty,satisfaction,repurchase amount and expand new customer has become an urgent problem to be solved.There are three main theories used in this article,customer relationship management theory,customer lifetime value theory and customer segmentation theory,use IDIC model as analyze model.Combined the theory with the company’s current situation of customer relationship management,compared the membership hierarchy and membership benefits with the major competitors,through customer satisfaction survey,author found that company’s membership hierarchy is not scientific,manifested in the unreasonable distinction of customer value,use consumption amount as the only criterion for customer membership initiation and upgrading,neither consider the communication value of customers nor the profit contribution of different jewelry categories.At the same time,there are problems such as membership benefits of different levels are the same and unsubstantial.Through interviewed the employees,combined with author’s working experience in the brand department,found that there are many problems in company’s customer relationship management work,such as confusion of customer information,lack of targeted marketing strategies according to regional characteristics and so on.Based on IDIC model,this paper analyzed the causes of the problem,and finds four main reasons,the defects of company’s system and the salesman’s negligence,not use customer demand-oriented customer relationship management,excessive dependent on the public domain platform,which result in the extrusion of member rights and interests,and insufficient regional marketing authority.Then put forward the corresponding optimization strategy,optimize the customer relationship management system technicality,formulate customer lifetime value-oriented membership hierarchy,differentiated benefits for members of different levels,marketing based on user profile.Hope this study can provide reference for similar jewelry company’s customer relationship management.