ABSTRACT
Customer Relationship Management (CRM) is a hot issue of wide concern in the
academic and business circles in recent years. As an indispensable resource, during the
increasingly fierce market competition, customer is highly important. The role of
customer resource is it can be able to bring about steady stream of profits for the
enterprise.
Along with the deepening of reform and opening up, China retail business
develops rapidly, but the entry of foreign large-scale giants makes the domestic retail
market competition much more intense. August 2007, the outbreak sub-prime lending
crisis from the U.S., rapidly spread to Europe, Asian markets. China's retail industry has
been an unprecedented challenge. Facing the foreign retail giants, China's retail industry
have to formulate appropriate customer relationship management program, but because
of ideas and funding constraints and the blind worship of CRM system , the CRM
system used in China's Retail Enterprises did not achieve the expected results. At
present the urgent need for retail enterprises in China is find their effective CRM system,
meet customer needs, respond to changing consumer shopping behavior patterns and
psychological, enhance customer satisfaction and loyalty, reduce the value of customer
churn.
The customer value takes the core of customer relations management. If it is
unable to appraise and measure customer value, it will be difficult to distinguish, keep,
and develop enterprise's value customer. This article lies in with emphasis to the
customer value appraisal and the quantification analysis, carries on the classification to
the customer, formulates the different client management strategy, achieves the
customer value maximization.
This article study customer value by the enterprise angle inspection. Based on the
basic concept and the basic principle of customer relation management and the customer
value's, from the customer life-long value's angle, using analytic hierarchy process, this
article establishes a value evaluating indicator system during the financial crisis
environment. In this foundation, taking the T supermarket as the case, using cluster
analysis method, we carried on the generalized analysis to the enterprise and formulated
the corresponding customer relations management strategy. And then, the article carried
on the present situation analysis and the question exploration in view of our country
present retail CRM application, and proposed a series of countermeasures. We hope it
can provide some references for our country retail CRM system's implementation.
Key Word:FinancialCrisis, CRM, Retailing, Customer Value