Research On Customer Relationship Management Of A Foreign Trade Company

With the development of economic globalization and the opening of foreign trade policy after my country’s accession to WTO,China’s foreign trade industry has developed rapidly.Enterprises have gained more development opportunities in the process of international trade development,but also face many challenges.China’s foreign trade enterprises are increasingly aware that only by having customers can they seize market share,and customers are an important guarantee for the survival and sustainable development of enterprises.Scientifically managing customers and improving customer stickiness and loyalty are crucial to enterprise development.The essence of competition among enterprises is the competition for customer resources,and the rapid development of modernization has intensified the degree of competition.With the transformation of business philosophy to "customer-centric",enterprises adopt customer relationship management as a business strategy to manage valuable customers and their relationships.A foreign trade company was established in May 2005.It is mainly engaged in the export of household products.After more than ten years of development,the company has gradually grown.The export business has also been greatly affected.In the complex external environment,retaining existing customers,expanding new customers,digging deep into customer needs and pain points,and finding new opportunities for development,so as to enhance the company’s core competitiveness,is the top priority of enterprise development.Therefore,conducting a comprehensive study on the customer relationship management of Company A,identifying problems and providing corresponding solutions will play an important role in the future development of the company.This paper selects company A for research,and combines the relevant theoretical knowledge of customer relationship management,such as: customer segmentation theory,customer relationship management theory,customer life cycle theory,customer satisfaction,etc.,to analyze the problems in company A’s existing customer relationship management Analyzed and proposed corresponding strategies.Firstly,through the market survey method,using questionnaires and face-to-face interviews,the following problems in the customer relationship management of Company A are sorted out: blindly developing new customers,single channel for customer information collection,customer segmentation without combining customer value,different categories and cycles Lack of customer maintenance strategies,insufficient awareness of customer satisfaction,rising customer churn rate,and lack of customer recovery strategies.Using PEST and Porter’s five forces model,from the perspectives of macro,micro and internal factors,etc.,the factors affecting customer relationship management are analyzed,and then from four different theoretical perspectives,a suitable customer relationship management strategy for A company is proposed.Finally,in order to ensure the effective implementation of the customer relationship management strategy,safeguard measures are put forward from the aspects of organization,system,talent and technology.Based on the existing literature research,this paper follows the combination of theory and practice,takes the current situation of customer relationship management of company A as the starting point,and combines relevant theoretical knowledge to propose customer relationship management strategies,which is the application of theoretical knowledge in practical work.expand.Its purpose is to solve the problems existing in the current customer relationship management of Company A,and enhance the company’s advantages in the industry competition.It is also hoped that it can bring some benefits to the foreign trade industry in today’s changing market full of uncertainties.meaningful reference.