Research On Customer Relationship Management Of X Company Is Community Group Buying

In recent years,the market scale of the community group buying industry has developed rapidly,and the entry of capital has spawned a sharp increase in the number of related companies.Competing for customers has become a necessary battle for capital giants to "enroll".Company X is a regional group buying company in local communities,As the major Internet giants have invested heavily into the community group buying track,quickly vying for customers through "Subsidy","Seckill" and other activities,and widely occupying the market,X Company’s local community group buying business has been impacted,and old customers have appeared.Loss,high cost of new customer development,and low value created per customer.Facing the future development,researching the customer relationship management of X Company’s community group purchase has become a top priority.This paper applies the theoretical research of customer relationship management and adopts the survey research method and case analysis method to systematically sort out the current situation of the community group buying customer relationship management of X company,and summarize the characteristics of the community group buying customer structure of X company.Through questionnaires and interviews,we conducted a satisfaction survey on the old customers of X Company’s community group purchase.In-depth analysis found that X company’s community group buying customer relationship management mainly has four problems: first,the value created per customer is not high;second,the cost of developing new customers is high;third,the old customers have a high churn rate;fourth,group buying agencies Group performance is poor.The main reasons for the analysis are:relatively extensive customer management and operations,low retention and conversion rate of new customers,the satisfaction of old customers needs to be improved,and the services of community leaders are uneven.The research further analyzes the marketing environment of X company’s community group buying by using macro-environmental analysis(PEST),industry environment analysis(Five Forces Model),micro-environmental analysis and SWOT analysis.On the basis of the aforementioned investigation and research,the paper proposes four aspects of strategy optimization for X Company’s community group buying customer relationship management:The first is to segment the customer base by clearing customer profiles and deepening customer classification to provide support for precision marketing;the second is to improve the accuracy of acquiring new customers,adopt differentiated group purchases,and create a sense of community belonging,in order to strengthen customer loyalty;The third is to help improve customer satisfaction by improving and building a digital supply chain,optimizing the content output of community management,and expanding offline multi-scenario service experience;the fourth is to formulate team leader selection standards,improve team leader operation systems,and build team leader growth In a systematic way,the value co-creation of both parties can be realized by strengthening the cultivation of the head of the delegation.In addition,the thesis puts forward the safeguard measures for X company’s community group buying customer relationship management from three aspects: business philosophy,operation management and technology improvement.It is hoped that the research in this paper can help X company improve the customer relationship management level of community group buying,and effectively improve customer satisfaction and loyalty by building a good customer relationship,thereby creating more profits for the company;At the same time,it is hoped that the case study of X company’s local community group buying customer relationship management can be of reference to other community group buying companies,so that customer relationship management can truly become a powerful weapon for them to win market competition.