Research On Customer Relationship Management Of CG Company Based On Life Cycle Theory

As the market competition becomes more and more fierce,the importance of customer relationship management becomes more and more important and becomes an important way for enterprises to improve their own competitiveness.The relationship between the enterprise and the customer has typical life cycle characteristics.Based on the division and analysis of the customer relationship life cycle,the customer segmentation is based on the customer relationship management mechanism to improve the enterprise customer relationship management mechanism.The case study object CG company is a well-known influence enterprise in the domestic glass bottle industry.Although it has certain monopolistic competitive position in the industry,it faces fierce international and domestic market competition and macro policy change risk,and the contribution level of customer resource income decreases.Through the division and feature analysis of the customer relationship life cycle,the company's customer segmentation model is improved,the company's customer relationship management capabilities are improved,and the company's customer revenue level and market competitiveness are improved.This paper mainly studies and analyzes the related theories of customer relationship management,and studies the customer relationship management of CG company based on the life cycle of customer relationship:(1)Explain the main research background,research content and research purposes.(2)On the basis of summarizing the relevant theoretical data of customer relationship management,this paper proposes the concept of customer relationship management in this paper;discusses the customer relationship life cycle and customer segmentation based on it,and proposes the customer segmentation model of customer relationship life cycle stage characteristics.(3)The marketing environment has a direct impact on the management of enterprise customer relationship.Through the analysis of the internal and external environment of the enterprise and the SWOT model,it provides an analytical basis for discovering the problems existing in the customer relationship management of CG.(4)Based on the above analysis,we find and summarize the problems existing in the customer relationship management of CG in the customer relationship life cycle stage and analyze the possible reasons for its existence.Based on the analysis of the causes of existing problems,the paper proposes the improvement measures and safeguard measures for CG company's customer relationship management.Customers are the company's most important asset.Based on the customer relationship life cycle,this paper studies the customer relationship management case of CG company.It believes that the customer relationship management mechanism,the"customer-centered" corporate culture and customer relationship management technology and other multi-dimensional marketing strategies can be established and implemented.Long-term development and improvement of the level of competition in the enterprise market.