Customer Relationship Management Based On The Value Of Customers In Household Electrical Appliance Company

Household electrical appliance industry is the first to enter the marketization in China, in a global market perspective, its technology level is close to the international advanced level, and basically can satisfy all segments of the market in more than 200 country and region in worldwide. But as artificial increasing costs of raw material and marketing costs remains high, China's household electrical appliance industry if continue to rely on high investment, low cost and price war, then the industry's growth space is more limited. In addition, because household electrical appliance industry channel revolution at the end of 20 century, super home appliance interlinks bouncy come out with tremendous "sales ability" and "logistics organization ability", appliance sales channel happen "structural" transformation. Channel triggered the appliance industry chain shock (raw materials procurement, brand marketing, technology research and development, sales channels, etc), the violent shake monopolize formation. Shop around channels become consumers purchase venue, channel distributor's influence increase as its own brand. Meanwhile, the international channel distributor expands to developing countries. Channel monopoly on business further deteriorate the home appliance market price structure, low price and local brand become a necessary tendency. Finding new competition measures is the survival and development of household electrical appliance, already imperative.With summarizing the relevant theoretical knowledge of customer relationship management, analyzing on the basis of reference, combining former results and household electrical appliance industry own peculiar characteristics, and using quantitative analysis and qualitative analysis and combination method of theory and practice research , this paper introduces customer relationship management into the household electrical appliance industry, for opening up a new ground in this competitive industry development . From the angle of customer relationship management, based on customer value analysis, from the two dimensions of the potential value and the current value, in referencing past research results and relevant expert advice, customer who sell what they bought and final customer value evaluation index system was given, which make household enterprises can quantitatively calculate customers value, finally the enterprise can classify their customers. On the basis of classification, in view of the different customer groups, we can manage the customer relationship accordingly development strategy and resource allocation strategies , help enterprise put limited energy and resources into the most valuable and most potential clients, establish stable customer relationship, and in order to improve the competitiveness of the enterprises and long-term profitability. It provides a set of customer value analysis and customer management method for the enterprise, and is great meaningful practically and theoretically.