Research On Strategy Of Client Management Based-on Value Creation In Construction Enterprises

With rapid development of economy, the competitive environment has undergone fundamental changes, and customer demand becomes more and more important and diverse, which makes businesses fail to achieve sustained market based on the cost and technology advantages. Thus, more and more companies focus on the discovery and access to potential customers. The one who can effectively know customer needs, targeted to solve customer problems, strengthen the relationship with customers and obtain customer trust, will be able to achieve sustained business opportunities. Due to these changes, customer relationship management theory first emerged in the manufacturing industry, with the concepts of Mass Customization and Account Management, which promotes the rapid development of a number of companies such as DELL. With features of service-oriented, high-risk and high-cost, the market of construction industry is with huge differentiation and demand uncertainty, which highly consistent with customer relations management theory environment. Therefore, construction companies should be introduced customer relationship management theory, to change the marketing approach and win the competition.This paper focuses on the apply of Customer Value and other theoretical knowledge related to Customer Relationship Management. Based on a systematic analysis of industry characteristics analysis of building decoration industry, product features and customer characteristics, through induction and deduction, this paper established a specific value-based interactive customer segmentation model, and the corresponding customer relationship management strategy. And then, through case studies, this paper studies the above model and strategy in practice use.This paper is divided into six chapters. The first chapter is the introduction, which states the background, significance and methods of research. The second chapter summarizes the characteristics of the market building and construction products, and do some further analysis on the customer characteristics and the current marketing methods. Gold customers and one-time transaction customer is the focus of the current customer relationship management. The third chapter deeply analyses customer value, customer segmentation, customer life cycle and other related relationship management theory, modifying customer segmentation and customer lifetime value model to make it more fit for construction companies. The chapter IV analyses construction enterprises' customer relationship management strategies, and put forward specific tactics for different customers with different values.The fifth chapter takes xx Engineering Co., Ltd. for the study. Based on it's specific situation, combined with related theories, this chapter measures the value of it's customers, makes customer segments, and then presents some relative customer relationship management strategies to resolve their problems.The chapter VI summarizes the conclusions of the study. Based on two dimensions of customer's total value and the current value, this paper divides customers into gold customers,potential customers, one-time transaction and relationship-shift customers. Gold customers and one-time transaction customer is the focus of the current customer relationship management. And the relationship with potential customers needs to maintain regularly. And companies need to pay attention to relation-shift customers whether a potential customer is within their relationships.