Study On The CRM Strategy Based On Precision Marketing Of Tian Hua Institute

Product marketing activities are always carried out in a constantly changing market environment.The market demand in this stage has changed from the seller's market to the buyer's market,and the customer's consumption pattern has also changed from passive acceptance to active choice.That means the marketing side of the product need to make innovation actively both in concept and pattern to adapt to the new market situation.With the advent of the era of "big data",it provides a broader space for the development of precision marketing based on data mining,in the future marketing practices,precision will become an irreversible development trend.The customer relationship management systems use the multi-level interaction and information technology to target customer demand.Through in-depth customer demand analysis and perfect customer service,customer's lifetime value and the precision marketing of the company can be realized.CRMnot only brings a marketing method,but also promotes company organizational structure and business process,together with the reform of business management thinking.With the development of precision marketing in emerging industries,the integrated marketing strategy theory innovation and the application practice tends to be perfect,the rapid integration of CRM based on precision marketing concept and traditional industry becomes inevitable.Interpreting data on the basis of data acquisition,accurate insight into customer demands,exploit the power of data,and achieve a fundamental transform in data to value and wealth.This paper makes an exploratory study on the CRM theory based on precision marketing of Tianhua Institute.It uses the theory of precision marketing and CRM theory combine with the actual marketing status of Tianhua,precise marketing and customer relationship management related theory combined with our hospital marketing present situation,refining the improvement opinions and specific way of Tianhua's CRM according to the management concept,management mode and technology system,proposed a Butler service model,a strategic-level and product-level two-tier customer hierarchical management structure,a dynamic customer database,a cross-department project team model,a precision customer service process with enhanced customer participation.This paper aims to put forward the idea and suggestion to further optimize Tianhua's CRM mode through the study on the situation of Tianhua's CRM combined with the company's precise marketing strategy and industry development trends,then try to explore the more effective CRM system and shows a prospect of the combination mode of precision marketing and customer relationship management of future customized equipment manufacturing industry.