Research On Customer Relationship Management Of SH Company

In recent years,a significant change hit on the circulation pattern of agricultural products in China.Fresh-products e-commerce market burgeons,and the mode allowing consumers to buy fresh products online is increasingly prevailing.In 2018,the transaction scale of this market broke through 200 billion yuan.Fresh-products e-commerce platforms exert their competences and explore different growth paths.As a result,the market turns to ferociously competitive.SH company is a regional fresh-products e-commerce venture.It ingeniously launched a C2B2F(customer to business to farm/factory)business mode which enables online orders and offline self-pickup in communities.The novel C2B2 F mode actualizes a seamless connection between production and consumption.Meanwhile,this unique operation mode demands high on the customer relationship management.To raise the satisfaction of customers and enhance the competence of an enterprise,it is of vital significance to sustainably expand customer scale,maintain the loyalty of key customers,and upgrade the customer relationship management.This paper systematically reviewed the customer structure and segmentation of SH company.The consumption characteristics of key customers were analyzed with the help of RFM model.The current situation of customer relationship management of SH company was analyzed from three aspects: concept mechanism,operation management,and technical support.We implemented questionnaire surveys,investigating and evaluating the content of customers about 5 major categories(including products,price,purchase channels,advertisement,and after-sale services)and 11 sub-items of the company.Deeply analyzed the problems and causes of SH company's customer relationship management.So far as its concept mechanism,the company presented a low inter-department coordination,where employees did not show strong wills to participate in such cooperation.It was not a unique instance;our analyses laid bare flaws,as well,in both operation management and technical supports of SH company.The former prompted the product categories and component designs were urgent for enrichment;consumers held a slightly low acceptance about the price;online purchase and offline distribution were not in good integration;popularization methods were unitary;and the application of new media was insufficient.In terms of the latter,the company lacked a precise analysis of the value and demand of customers,while the technical supports for analyzing and retrieving key customers were in short supply.Through deeper investigation on SH company,the root causes corresponding the shortcomings above were found to involve the following aspects: inadequate attention to customer relationship management;demand for optimization and enhancement of marketing concept and service details;as well as failure of achieving scientific analysis and accurate utilization of big data.The study put forward some countermeasures to improve the customer relationship management of SH company.Based on the experience and practices of benchmark enterprises,this paper put forward countermeasures from three aspects: concept mechanism,operation management and technical support.On concept mechanism,the company is supposed to keep perfecting its organizational structure,intensify employee training,exercise incentive and award schemes,emphasize solicitude to employees,and lead all employees to participate in customer relationship management.In terms of operation management,four improvement measures are fabricated.The first is an optimization of product supply.It requires emphasis on broadening product sources and organization channels,an increase in timeliness and effectiveness of product supply,perfection of product component design,and optimization of production combination and match.Second,customer content with price needs elevation.To this end,special activities may be urgent;for example,to carry out product marketability activities to stabilize prices,to launch price-discount activities exclusive for key customers,and to innovate the forms of sales promotion.The third solution aims at a full integration of online and offline channels.The intelligence of any marketing station ought to upgrade while social marketing demands deepening.Innovative popularization means compose the fourth solution.It is necessary,in accordance with the customer segmentation,to implement extensive marketing and give full play to modern mass media to publicize the brand.Besides,a better technical support impels the company to optimize its analysis management system,advance the capability of guaranteeing precise services,employ techniques and means to retrieve key customers,and also strengthen technical talents cultivation and introduction.