Research On Optimization Strategy Of Customer Relationship Management Of XH Company

With the development of economy and technology,there are many types of products for people to choose,and people also have many ways to choose various products,resulting in fierce market competition for most products.As a result,the market competition of most products is fierce.In this context,enterprises need to pay attention not only to product quality and service capability,but also to customer relationship management.When formulating development goals,an enterprise should first consider the market share,and what constitutes the market is the customer group.Therefore,an enterprise must do a good job in customer relationship management,not only maintain existing customers,but also develop potential customers,ensure the formation of stable customer demand,and further improve the market share of its products,So as to realize the growth and development of the enterprise.XH company is located in Siping City,Jilin Province.It is a manufacturing enterprise mainly producing agricultural machinery such as corn planter,corn harvester and corn thresher.Its main customers are family farms and professional farmers cooperatives planting all over the country.Although the increase of farmers’ income improves farmers’ purchasing power and promotes the increase of market demand for relevant agricultural machinery to a certain extent,the reduction of sowing area in recent years means the reduction of relevant agricultural machinery scenes,which may lead to the reduction of demand.In Siping City alone,there are dozens of registered enterprises producing agricultural machinery.The homogenization of main products is prominent,customers have a lot of selectivity,and the industry competition is very fierce.In this case,XH company must do a good job of customer relationship management according to the actual situation of the industry and its own,better obtain the trust of customers,so as to more effectively achieve new customer development and old customer maintenance,and achieve the sustainable development of the enterprise.This paper studies the customer relationship management of XH company,discusses the existing customer relationship management of XH company,and gives the corresponding optimization strategy.Firstly,this paper introduces the theoretical basis of customer relationship management and analyzes the research status at home and abroad.Then,according to the actual situation of XH company,this paper makes a survey through interviews and questionnaires.Finally,according to the survey results,this paper further analyzes the current situation of customer relationship management of XH company through theory,points out the existing problems and further analyzes the reasons,Then the corresponding optimization strategy and evaluation criteria are given.Specifically,the main problems are backward management concept,inadequate customer classification,insufficient maintenance of the interests of old customers and so on.This paper analyzes and discusses the problems existing in the process of customer relationship management of XH company,and puts forward the solutions to the problems,hoping to help similar enterprises find positive and effective customer relationship management measures and improve the competitiveness of enterprises.