Research On Customer Relationship Management Of Promotion Strategy Of A Dalian Farm

With the popularization of globalization and the improvement of production technology,the intensity of competition has become higher in most industries.If enterprises want to obtain sustainable competitive advantage,they must be customer-focused and provide high-quality services while meeting customer needs,which depends on customer relationships.Customer relationships can reduce the cost of maintaining old customers and developing new ones,reduce transaction costs between enterprises and customers,promote incremental purchase and crosspurchase,and help enterprises to obtain sustainable profits.The competition between the picking experience and fruit and vegetable products in Dalian is very fierce,especially the picking experience.In the picking season,every town and even every village has a picking base,which not only has very high requirements for the picking garden,but also gives consumers more choices.While Dalian overseas Chinese fruit farm has high market price because it’s a modern greenhouse and adopts no chemical fertilizer and pesticide technology,which puts extra high requirements on farm management.It is necessary to deal with the relationship with customers and let customers understand the farm.However,at present,the customer relationship management of the farm is still in the development stage,and there are still various deficiencies.Based on the above reasons,this study combines the customer segmentation theory,customer life cycle theory IDIC model and customer satisfaction theory,using the questionnaire survey method,through the current situation of customer relationship management of D overseas Chinese fruit tree farm,identify the problems existing in the current farm customer relationship,analyze the problems,and finally put forward the corresponding optimization strategy of D farm customer relationship management.The main conclusions are as follows:(1)At present,the view that customer relationship management plays a decisive role in the development of enterprises is dominant,and effective customer relationship management can undoubtedly bring stable revenue to enterprises and enhance market competitiveness,which is the key guarantee for the sustainable development of enterprises.Therefore,enterprises need to change their marketing concept and by improving customer interaction,it can help the strategic transformation from traditional product-centric to customer-centric strategy.Only by focusing on consumers and cultivating customer relationships can we find opportunities to create more profits.This customer development and use of market intelligence can maintain the cooperative relationship with customers for a long time.However,there are not many theories on how to solve customer complaints in existing studies.Combined with the current situation of customer management of D overseas Chinese fruit tree farm,this research finds problems and analyzes the causes of the problems,and finally puts forward corresponding optimization measures,which can enrich the research theory in this field and is also the theoretical contribution of this research.(2)Through the analysis of the five dimensions of the questionnaire:D farm customer development,D farm customer relationship maintenance satisfaction,D farm customer communication and interaction satisfaction,D Farm Park Service Satisfaction and D farm complaint status and satisfaction,it is found that the main problems of the current farm focus on insufficient attention to new customer development,low efficiency of customer relationship maintenance,customer classification confusion,serious customer loss and low level of satisfaction.On this basis,this paper analyzes the causes of the above five problems combined with the theoretical basis of this study,so as to lay the foundation for the follow-up of D farm customer relationship management improvement.(3)Finally,the research puts forward the optimization strategy of customer relationship management of D overseas Chinese fruit tree farm.We should first clarify the general idea of customer relationship management and put forward that the customer relationship management of D farm must take the marketing concept and information technology as the basis,actively establish customer relationship,actively maintain and optimize customer relations,and when the relationship breaks down,we should first analyze the problem and save the relationship with a sincere attitude.Based on the general idea,this study puts forward that D farm should first effectively identify customer strategy(customer classification),then customer positioning differentiation strategy,then "two-way" communication customer interaction strategy and finally customize personalized product strategy according to IDIC model;after analyzing the different characteristics of customers in the four stages of observation period,development period,stable period and recession period according to the life cycle theory,the corresponding promotion strategies are put forward.;Finally,this study proposes that the farm should "establish the quality is the lifeline of the farm" to enhance customer value,and never forget the strategy of "let customers save something" to reduce the total customer cost.The fundamental purpose is to make customers satisfied,loyal to the farm and make D overseas Chinese fruit tree farm develop sustainably and healthily.