Research On Beijing Control Engineering Information Technology Co.ltd.customer Relationship Management Strategy

The integration of traditional media and new media is a major revolution that media companies are experiencing,and that offers media companies new business opportunities and challenges.Under the reform,in the face of the influx of many mass-media and self-media,the threat of existing competitors and the decline of traditional media forms year by year,how to control the customer resources,get rid of the survival dilemma and develop steadily is the concern of many multimedia enterprises.This article takes Beijing Control Engineering Information Technology Co.Ltd.(BCEIT)as the research study case,with the main purpose of studying its customer management strategy.This paper analyzes the current situation of the company’s customer relationship management based on the theory of customer relationship management and IDIC model,combined with its work practice and the method of questionnaire survey.The analysis results show that there are some problems in the company’s customer relationship management,such as customer identification,customer grading,customer interaction and customer customization.In order to solve the problem of customer relationship management and improve the strategy more effectively,this paper analyzes the macro environment,competitive environment and internal environment of the company by using PEST analysis,SWOT analysis and other qualitative and quantitative methods.The analysis results show that BCEIT should adopt a proactive Turnaround Strategy for customer relationship management,mainly with WO strategy and partially with SO strategy.Based on the orientation of customer relationship management strategy under the analysis of current problems and environment,the paper continue to focus on the relevant theories of customer relationship management and IDIC model,and formulated the optimization strategy of customer relationship management for BCEIT in the following four aspects: deepening customer identification,refining customer classification,strengthening customer interaction,and optimizing customer customization.Meanwhile,to ensure the effective implementation of the plan,corresponding implementation guarantees have been carried out.Hopefully,the research results of this article can bring practical improvements to BCEIT’s customer management work,create greater value for the enterprise,and provide a valuable reference.