The Development And Application Of CRM Model Based On Value And C2C

The mid 90's in 20 centuries, CRM (Customer Relationship Management) as a newmanagement concept, became a focus to software developer, management Consultant Companyand enterprise, as soon as it was advanced. However, in the last few years, the rate ofsuccessfully carrying out CRM items is very low and disappointed, not only in China, but also inother countries. The essence is the lack of the understanding of the core of CRM. The focus ofCRM should be lies in managing the two different value flows, one is from the customer to theenterprise, and the other is from the enterprise to the customer. The purpose of carrying out CRMis to maximizing two kinds of value flow, which are value flows from the customer to theenterprise, and from the enterprise to the customer, and reaching to "the double win", under thecondition of limited resources. Moreover, along with network technique increasingly flourishing,business both parties in the reality transfer the bargain location to the network gradually, so, howto manage the relationship with the customer better in this situation, become a more and moreimportant problem.This paper tries to study how sellers carry out CRM under C2C trading pattern. Accordingto the cost characteristics and pricing ways of C2C sellers in reality, we transform CRM underC2C trading pattern to that buyers establish different pricing strategy aiming at different kinds ofbuyers while modeling, to reaching to "the double win". Analyzing the definition of customervalue and the particularity of C2C network marketing, by reference to predecessors' model, acustomer relationship management model based on value and C2C is constructed, a methodabout making optimal marketing mix strategy, which taking the interests both of buyers andsellers into consideration, is given.