Research On The Customer Relationship Management Tactics Of YK Company

China has developed into a "new normal" age,the low cost advantage of manufacturing is disappearing gradually.GDP growth driven by investment and large-scale infrastructure construction has been proved to be unsustainable.As economic growth is slowing down,and the environment supervision is stricter,the traditional coal enterprises and power generation enterprises with coal have to change,the efficient and clean use of coal is highly concerned.YK GROUP started research on the clean use of coal many years ago.Coal gasification and coal liquefaction are becoming research frontier these years.Methanol and acetic acid are mature products of coal,their prices dropdown sharply to the cost line for a long time.The junior marketing management model is not suitable for fierce market competition,YK has to adjust its product-centered marketing management model to customer-centered model in to improve its competition from exact marketing and customer management.Currently YK is facing some problems:To base its sales tactics on production amount;target market position is inaccurate,lack of customer classification and market classification;price system is unreasonable,setting a unified price for all the customs;lacking of scientific customer relationship management system,the customer loss ratio is too high.YK's culture focus too much on market fluctuation,not attach equal importance to channel construction and customer management,so it's hard to make sustained profit.ERP and SCM work separately,they should be collaborated to customer-center model.The financial,logistics and service department operate inefficiently,they can't react as quickly as needed.So the customer satisfaction and customer loyalty stay low.This paper systematically analyzes the influencing factors of customer relationship management in YK company,and uses PEST analysis method to sort out the external influencing factors,and clarifies the target market of the product through market segmentation.Then,uses Plato Analysis Method to classify the customer group of the target market,the customer group is divided into three categories base on the sales volume,the price level and the stability.A class's contribution is 70%,B class of major customers contribute 20%,C class customer value contribution is 10%,then apply customer relationship management theory for different types of customers to configure different customer relationship management program.For the A class of customers put forward one-on-one marketing strategy,in particular,according to the different characteristics of Class A customers,specialize customer relationship management optimization program.To ensure the successful optimization of customer relationship management strategy,we need to make corresponding improvements of the company's organizational structure,corporate culture,information technology.Finally,the shortcomings of the study and the future research direction are discussed.This paper makes a multi-dimensional and focused research on YK's customer relationship management strategy by combining theoretical research with practical application.It can form an effective interaction between existing theory and practice,and has a promotion and reference significance effect on the implementation of customer relationship management of basic chemical enterprise.