Customer Relationship Management, Research, Health Testing Organizations Under The Network Environment

With the improvement of people's life and the introduction of Sub-health concept, people's attitude to disease-curing changes from passive treatment to voluntary prevention. To meet the social demands, professional health-examining institutions have appeared and developed rapidly. These institutions provide professional health examination and consultation to relative steady customers, and are faced with the challenge of marketing development. The investigation object of this paper is A health-examining institution. A platform of internet-based Customer Relationship Management (CRM) is constructed for A, in order to help manage its customer resource on internet and expand its market.Based on the research of internet-based CRM, the status and problems of the marketing service of A are analyzed, and the solution of e-marketing and CRM is put forward. Customer segmentation is the key link of CRM. Behavior and demographics segmentation methods are used in this paper. First, by using behavior segmentation method based on value matrix, customers who have consumed more than one time are segmented into four categories, and the valuable customers are identified. Then, according to the conclusion of the first step, the decision tree of demographics segmentation is built using C4.5 algorithm. The main external characters of the valuable customers are concluded, which can be used to forecast the potential valuable customers among those who have consumed less than two times. Based on the system A&D, structured method combined with prototype, ASP and B/S structure are used in the development of the internet-based CRM system. With network technology, the customer demands of convenient, interactive and characteristic service are met well. Customer data is organized, analyzed and mined, and useful customer information is found out, shared and utilized among the departments of A by the CRM system. Advanced functions are actualized by the system, such as tracking and memorizing the web page titles which have been viewed, sending e-mails and displaying the decision tree of customer segmentation. Above all, an applicable informationization solution of internet-based CRM is provided for A by the system.