In daily study, work and life, many people have written papers, and the process of writing papers is the process of people gaining direct experience. I believe many friends are very upset about writing papers. The following is my collection of papers on the shortcomings and solutions of enterprise customer relationship management in marketing, for reference only. Welcome to reading.

With the continuous development of economy and increasing market competition, it is very important for enterprises to have long-term and stable customer relations. Effective customer relationship management can maintain a strong development momentum and is the source of power for sustainable development. This paper briefly expounds this topic, briefly introduces the concept and important role of customer relationship management, and finally analyzes the practical application of customer relationship management in enterprise production and marketing.

Keywords: marketing; Customer relationship; Management;

With the rapid development of economy, especially the continuous development of network technology, the traditional marketing methods have been greatly impacted, and the needs of customers have also changed greatly. For an enterprise, the most important part is marketing, and customers are very important in enterprise marketing. How to better manage customer relationship in enterprise marketing has become a topic of concern for many enterprises at present.

First of all, briefly introduce related concepts.

1, enterprise marketing

Referred to as marketing, it refers to the process that a group or individual obtains what they need by trading a certain product, so as to achieve a win-win situation. For marketing, there can be two meanings, one refers to the specific activities of the enterprise, which becomes marketing at this time; The other is the discipline that enterprises study marketing activities, which is called marketing.

2, enterprise customer relationship management

Customer relationship management (CRM) is a step-by-step process, constantly communicating with customers, constantly understanding their needs, and constantly improving products and related services according to their requirements. Its connotation refers to the enterprise integrating customer information through its own information platform, taking customers as the core, and realizing the purpose of enterprise marketing. In contemporary society, the most important thing is to take customers as the center. In order to better serve customers, the management of customer relationship is very important.

Second, the role of customer relationship management in enterprise marketing

1, which is conducive to reducing the risks in enterprise marketing.

Customer relationship can be understood as the degree of mutual trust between enterprises and customers from the origin. Only by trusting each other, communicating sincerely and taking what they need can we achieve a win-win situation. Under the background of current economic development, while marketing, enterprises should not only serve old customers well, but also constantly develop new customer groups and attach importance to the development of customer groups interested in enterprise products, which will be an important customer group for enterprise marketing and a broad customer space for enterprise future development. By establishing an effective management mechanism, enterprises can manage and maintain customer relations well, which is convenient for the development of enterprise marketing activities and the feedback of customers' opinions on products, and is conducive to reducing the risks of enterprises in marketing.

2, is conducive to improving the profit of enterprise marketing.

The effective management of customer relationship can greatly improve the profits of enterprises. For the management of customer relationship, it is necessary to analyze customers from multiple angles, realize the importance of customer groups to enterprises, and then divide existing customers according to specific conditions. It is very important for an enterprise to have a long-term and stable customer relationship. Before marketing activities, enterprises can listen to customers' feedback on marketing strategies and make improvements according to customers' needs, so as to make the relationship between enterprises and customers stronger. In addition to maintaining the relationship with old customers, the development and cultivation of potential customers is also very important for the future development of enterprises. In enterprise marketing, we can find the target that may become a big customer while reselling products, and constantly cultivate it, so as to continuously expand the number of customers and improve the quality of customers. If the enterprise effectively manages the customer relationship, it will maintain a good relationship with customers, and the two will trust and cooperate with each other, thus improving the net profit of enterprise marketing.

3. It is beneficial to improve the competitive advantage in enterprise marketing.

In traditional enterprise marketing, enterprises pay more attention to the competitiveness of commodity prices and preferential activities in the market. Most marketing activities are blind, which can only achieve the promotion effect in a short time, and cannot form a long-term cooperative relationship with customers. However, with the continuous development of market economy, the current market competition has changed from the original tangible assets to intangible assets. When customers buy goods, they don't just emphasize the price. The popularity, reputation and reputation of enterprises are more valued by consumers. Therefore, under the background of market economy, enterprises must attach importance to the establishment and formation of customer relationship if they want to make their products achieve good results in marketing. Effective management of customer relationship is the key to improve the marketing competitiveness of enterprises.

With long-term and stable customer management between enterprises and customers, the marketing strategy and product marketing activities of enterprises will be restricted by customer relationship, and customers will also put forward their own feedback opinions on the marketing activities of enterprises. In this way, enterprises will constantly improve the competitiveness of products and adapt to consumers, so as to maintain customer relationships and meet customer needs. In the process of maintaining customer relationships, enterprises will also launch services with their own characteristics. In the process of establishing and maintaining customer relationship, enterprises are constantly encouraged and promoted, which greatly promotes the formation of their marketing competitive advantage.

Third, the application of customer relationship management in enterprise marketing

Enterprise customer relationship management refers to a series of work such as attracting customers and winning their interest in marketing activities, establishing customer database through professional customer information collection, tapping their consumption potential, and doing a good job in service and information feedback.

In the implementation of enterprise customer relationship management, the first thing to do is to set the customer information collection target and operate according to the target, so as to attract more customers and collect more real information; Then the collected customer information needs to be sorted and classified to give full play to the value of different customer groups; Finally, it is necessary to analyze the different needs of different customers, do what they like, grasp their deep-seated consumption motives, do a good job of service, and achieve a win-win or win-win situation.

Four. refer to

[1] Wang Ping. Market economy and the integrity dimension of enterprise competitiveness [J]. Journal of Party School of Ningbo Municipal Committee, 2008, (1).

[2] Yang Jingzhao. On the service marketing strategy in the marketing process [J]; Manager; 20 1 1 17.

[3] Wang. Exploring Customer Relationship Management under Marketing [J]. Oriental Corporate Culture, 2012,24.

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