Research On Customer Relationship Maintenance Strategy Of Shanxi HY Jewelry

With the sustained and steady development of China’s economy,the continuous improvement of cultural self-confidence and the progress of social culture,the jewelry industry,which tends to be characterized,diversified and customized,will usher in greater potential for development,the development model of the industry has gradually transformed from scale-driven to innovation-driven.In the past,the development of most jewelry enterprises rely on offline physical stores.With the youth of consumer groups,the prevalence of China-Chic culture and the rise of online e-commerce platforms,it is imperative for traditional jewelry enterprises to develop online customer channels.Therefore,the maintenance of online customer relationship has become a topic concerned by many jewelry enterprises.Based on the current situation of Shanxi HY Jewelry,centering on the current situation of enterprise management and customer relationship maintenance,this paper summarizes the opportunities and challenges faced by the enterprise in the long-term development process through the analysis of consumers’ purchasing behavior pattern,consumption value concerns and preferences,consumption scenes and experience.And through the questionnaire survey of 368 customers,this paper deeply analyzes the deficiencies of customer relationship maintenance from three aspects: customer satisfaction,customer loyalty and service quality.These deficiencies include unclear operation strategy,unbalanced product structure,insufficient attention to customers,failure to provide services that exceed customer expectations or have a deeper understanding of customer needs,lack of experience in service for employees,lack of unified training and standardized service mechanism,and after-sales service mechanism to be optimized.In view of the above research and problems,this paper provides targeted optimization suggestions for HY Jewelry customer relationship maintenance.In terms of improving customer satisfaction,it is recommended that enterprises adjust and optimize the existing product strategy and accelerate the optimization of product structure with the help of Internet big data analysis.At the same time,it should increase investment in innovative research,development and production,and give full play to the greater advantages of innovative products.In addition,it should establish the standardized operation manual of service.Meanwhile,it should improve the experience of consumers through innovative visualization means.In the aspect of improving customer loyalty,it suggests that on the one hand,enterprises should strengthen brand image building,promote upward and good corporate culture.On the other hand,it should improve the service system,strengthen staff values and service concept-related training,build a more scientific and humanized member management system,hierarchical refinement of services.In order to guarantee the quality of Shanxi HY Jewelry service and the effect of the optimization of customer relationship maintenance strategy,this paper puts forward four guarantee measures in product quality management,service system construction,data scientific management and service personnel quality improvement.Finally,it is concluded that in the maintenance of customer relationship,Shanxi HY Jewelry needs to use digital means to study consumer behavior habits and preferences according to national policies and the background of industry development,clarify brand positioning and development strategy,deeply integrate online and offline,optimize online product structure,reshape online service system,and improve consumer experience and after-sales service guarantee.Innovate the Internet thinking,further stimulate the brand vitality,and lay a theoretical foundation for the management of Shanxi HY Jewelry to develop relevant measures to improve consumption experience and commodity re-purchase.