Research On Customer Relationship Management Of Y Company Based On Customer Segmentation

With the rapid development of the Internet economy,in the increasingly competitive market environment,customers play a crucial role in the future survival and development of the company,companies are also realizing the importance of implementing customer relationship management,and customer segmentation is an important part of it.On the other hand,small and medium-sized manufacturing enterprises have low level of information,they have to ask B2 B transaction service platforms for business opportunities.Therefore,the method of implementing effective customer relationship management is related to the development of the platform.In this context,this paper explores the problems existing in the implementation process of customer relationship management in Guangzhou Y Company from the perspective of customer segmentation,and puts forward optimization suggestions to provide a method for solving the practical problems of B2 B e-commerce transaction service enterprises.This article selects Guangzhou Y Company as the research object.Firstly,it starts with a general overview of related research in home and abroad,then it defines the concept of customer relationship management and customer segmentation.Secondly,through the field research of Y Company,we collected actual transaction data in the company's customer relationship management system and in-depth understanding of the current status of customer relationship management,summarized the marketing business process,comprehensive analysis of current status and business process of customer relationship management and quantitative analysis of customer transaction data,and found out that there're three issues in the implementation of customer relationship management.Firstly,the function of the customer relationship management system is not perfect;secondly,the marketing business process needs to be improved,and the business distribution needs to be refined;thirdly,the concept of customer relationship management has not been deeply rooted in people's minds.Refer to domestic and foreign scholars' improvement methods for RFM analysis indicators,this article proposes the RFM subdivision indicators based on the advantages and disadvantages of traditional RFM analysis methods and explain the meanings.Then combining the clustering algorithm to build a customer segmentation model of Y Company.The results of empirical analysis show that the company's customers can be divided into three categories: VIP customers,important customers,and general customers.VIP customers are the main purchasers of the company's products,their transaction amount far exceeds other customers and the transaction frequency is high;Important customers are the main force of the company's profit sources and have a high dependence on the company;The number of general customers is large,but the economic benefits that they can bring are relatively small.Finally,we present an optimization proposal for the customer relationship management of Y Company from the four aspects.From the perspective of customer relationship management theory,this article explores the current situation of customer relationship management in the company and builds a customer segmentation model.Based on the segmented results of the company's customers,it optimizes the customer relationship management of Y Company.Theoretically,it provides a certain reference for follow-up customer segmentation research.In practice,it provides a reference for the enterprise to improve customer relationship management effectiveness according to the index system and customer segmentation model.