The CRM Solution Marketing Strategy Analysis Of M Company

CRM(Customer Relationship Management)is a customer-centric marketing philosophy and strategy that includes CRM strategy,CRM information technology system and CRM implementation strategy.There are many CRM software vendors in the market today,and the competition is fierce.M company,which is an independent IT company under one of the three major hotel chain companies in China,has developed and launched CRM software products and promoted them in China market.How do they survive and develop in the CRM software market is one of the key questions M company should firstly take into consideration during the business operation.This thesis firstly analyzes the macro environment of the current CRM software market,especially the CRM software demand situation of the enterprise market under current economic environment,then analyzes the competitive environment of CRM software.By combining the internal resources and capabilities of M company,it analyzes the strengths,weaknesses,opportunities and threats of M company's CRM software.Based on above analysis,this paper analyzes the marketing strategy for M company using STP marketing strategy theory: taking the hotel based full-accommodation industry and Scenic spot based tourism as the targeted market segment,with the middle and high-end chain business management group of full accommodation and the chain based tourism operators as the target customers,positioning as a one-stop CRM solution provider other than software provider.And this paper further analyzes the marketing tactics of product,price,channel and promotion and provides suggestions for CRM solution of M company with the 4Ps theory.In order to ensure the marketing strategy,this paper also puts forward suggestions for M company to explore the marketing team construction and consulting and delivery capabilities in China CRM market.