Empirical Analysis On Custo Mer Relationship Management Of Home Appliance Enterprises Based On The Perspective Of Value Co-creation

With the development of technologies such as cloud platforms and social media,The paradigm of the customer in the value realization process has changed,that is,the customer is no longer only the recipient of value and becomes the creator of value.Enterprise and customer communication interaction has increasingly become an important marketing activity.Under this background,home appliances enterprises begin to integrate the interactive system on the offline to build an interactive platform for interaction of enterprises and customers,employees and customers,customers and customers,to create opportunities to communicate with customers,and to maintain customer relations through the interaction of enterprises.Our country electrical appliances enterprise has the strong ability of production,but no corresponding profitability,the causes of this phenomenon are many,and household appliance enterprises lack of communication and interaction with customers,customer relationship is one of the reasons.Only by improve product quality and after-sales service levels to maintain customer relationships,which neglects the important value of customers in the development and production of household appliance products.This has made make the customers' awareness of products and services and the sense of belonging is not high,unable to form a good reputation effect.Therefore,this paper reviews the relevant theories and research results of customer relationship management.Starting from the perspective of value co-creation,taking home appliance enterprises as the research object.To explore mechanism of interaction between enterprises and customers in the implementation of customer relationship management in home appliance enterprises.From the perspective of value co-creation,this paper studies the mechanism of the interaction between enterprises and enterprises in the implementation of customer relationship management,defines the meaning of customer relationship management based on value co-creation,and puts forward the assumptions based on the relevant theories.Then through the construction of the model to carry on the empirical study and demonstration.This paper analyzes the data of research methods by means of questionnaire survey,and explores the influence of customer interaction on the quality of relationship,customer perception value and customer loyalty,and enriches and expands the existing theory of customer relationship management.It provides the theoretical basis and method for theenterprises to implement the customer relationship management more effectively.Interaction of enterprises and customer have positive effect on customer loyalty;Interaction of enterprises and customer have positive effect on relationship quality,customer perceived value;Relationship quality,customer perceived value has positive effect on customer loyalty;Relationship quality,customer perceived value as an intermediary variable played a role in the relationship between interaction of enterprises and customer and customer loyalty;Customer empowerment and customer loyalty not only has indirect effect but also has direct effect.Finally,based on the empirical research conclusion,the author puts forward relevant Suggestions and future prospects for the better use of customer relationship management.