Sony Ericsson Underwear Square, Customer Relationship Marketing Research

Customers are the most important property of an enterprise. With the ever-increasing level and intensity of competition, the enterprises contest customers aggravating. The customer relations marketing becomes the key of the guaranteed about a long-term maintenance competitive advantage in Suoai.This article utilizes the PEST analytic method to systematically analyze the external environment factor of Suoai, and systematically estimates the pivotal external factors, and establishes a key external factors analysis matrix (EFE), obtained the influence degree of the key external factors to the enterprise (i.e. enterprise external ability score). This article also expatiate the internal resources and abilites about Suoai. By using analytic method of AHP, this article get a conclusion that the most important factor about the customer purchase is the quality, and the next influencing factor is the underwear price, then is the service, finally is the underwear brand. According to the above research results, this article segmentates the existing customers of Suoai, and subdivides the customers into four kinds that the core customers, the growing customers, the question customers, the commonly customers. Finally bases on the actual situation of Suoai, this article make a project to implement the customer relations marketing.