Optimization Of Customer Relationship Management Strategies Of Lanzhou Harbor Intimates Plaza

With the impact of the COVID-19 pandemic and the overdevelopment of commercial real estate,China’s commercial real estate industry is facing problems such as oversupply,intensified competition,e-commerce impact,and homogenization of commercial brands,resulting in vicious competition in commercial real estate.It is hard to achieve customer loyalty and cooperation,and the industry has become increasingly difficult to develop.In recent years,more and more commercial real estate managers realize the importance of customer relationship,and customer relationship management has gradually become the core of many commercial real estate managers,hoping to guide and promote the transformation of the commercial real estate industry from "product-centric" to "customer-centric" and "customer lifetime value management" through customer relationship management,to bring better benefits and development to enterprises.This paper takes Lanzhou Harbor Intimates Plaza as the research object,with the customer relationship management of Harbor Intimates Plaza as the contents of the research,based on customer relationship management,customer segmentation,customer life cycle,and relationship marketing theory.Based on reviewing past scholars’ research on commercial real estate customer relationship management,plus the literature research method,questionnaire survey method and in-depth interview method are comprehensively used to carry out in-depth analysis of the current situation of customer relationship management,the problems and causes of management strategies,macro and micro market environment,and customer demand,etc.Then putting forward the optimization strategy and safeguards of customer relationship management of Lanzhou Harbor Intimates Plaza.Customer relationship management strategy of Lanzhou Harbor Intimates Plaza can be enhanced from three aspects: customer development,customer maintenance and customer retention.For customer development,broadening customer development channels,reasonably planning customer development goals,and strengthening customer interaction and communication in the dimension of customer development.For customer maintenance,optimizing the customer relationship management operation module,emphasizing the customer information data,applying multi-channel marketing to enable the merchants,and enhancing the customer management skills of the operation team.For customer retention,customer churn data analysis can be strengthened,customer churn early warning mechanism can be established,and customer retention strategies can be formulated.Finally,various supporting measures are implemented from the aspects of human resource,fund,technology and system management,and the customer relationship management of Harbor Intimates Plaza is gradually improved.The conclusion of this paper will help Lanzhou Harbor Intimates Plaza form a reasonable and efficient customer relationship management system,resolve existing customer relationship management problems,and promote the healthy and sustainable development of Harbor Intimates Plaza.It will also provide reference for peers to apply optimization of customer relationship management.