本文是一篇英语毕业论文，本研究以C公司作为研究对象，运用IDIC模型展开相关研究。在研究过程中，通过实施问卷调查以及半结构化访谈的方式，全面收集客户满意度方面的数据以及员工在客户服务沟通环节中的反馈信息。
Chapter 1 Introduction
1.1 Background Introduction
In recent years,China’s home appliance export industry has demonstrated robustgrowth,supported by a favorable global market environment.According toEuromonitor,the retail volume of the global major kitchen appliance market reachedapproximately$75.5 billion in 2020.This positive trajectory has persisted,withChinese kitchen appliance exports showing continuous growth from March 2023 toJuly 2024.
Key factors behind this growth include the recovery of the global economy,risingconsumer demand for quality living standards,and increasing market penetration inregions like Southeast Asia,the Middle East,and Africa.Developed markets,such asNorth America,Europe,and Oceania,have also contributed significantly due to apost-pandemic‘inventory replenishment’effect.Additionally,China's policyenvironment,shaped by initiatives such as the Third Plenary Session of the 20thCentral Committee of the Communist Party of China,has created favorable conditionsfor export enterprises to thrive.
Despite these opportunities,kitchen appliance export enterprises face significantchallenges.The global market is highly competitive,with domestic and internationalbrands coexisting and contending for market share.Product homogeneity is aprominent issue,as many enterprises offer similar products in terms of function,design,and quality.
1.2 Research Purpose and Significance
1.2.1 Purpose of the Study
C Company occupies a certain scale in the field of home appliance productionand sales in China,and its development track is similar to that of manyexport-oriented enterprises.According to the actual situation of the company’sinternal business and future development plan,this paper deeply explores Company C encounters two key problems in the field of customer relationship management-poornew customer development and serious customer churn.
Comprehensively analyze the customer information management status of CCompany,including the collection,storage and utilization links,and accurately findout the system defects from the aspects of customer identification accuracy,comprehensiveness and depth,the rationality of customer differentiation standards,the effectiveness of interactive channels,frequency and feedback processingtimeliness,and the level of customized service ability.
Combined with the concept of IDIC(is the model of identifying customers,differentiating customers,interacting with customers,and customizing for customers)model,this paper uses advanced data technology to improve the informationcollection system and accurately segment customers.Deeply customermulti-dimensional information to provide support for strategy formulation,buildscientific value evaluation system to distinguish customers,and customize differentschemes for different groups to optimize resources and improve efficiency andbenefits.
Chapter 2 Theoretical Basis and Literature Review
2.1 Core Concepts and Theoretical Basis
2.1.1 The Connotation of Customer Relationship Management
Customer relationship management,as a marketing and management strategy thathas been concerned for a long time in the field of management,was put forward byGartner Group(1999)in the mid-1990s.It can be understood from three coreelements:Customer,Relationship and Management.
From the perspective of‘Management’,CRM belongs to the field of enterpriseManagement,and is closely linked with enterprise operation,structure setting,processoperation and corporate culture shaping.By integrating all kinds of managementmeans and measures,enterprises can realize the optimal allocation and efficientutilization of resources,so as to achieve the purpose of managing customerrelationships.
At the‘Relationship’level,CRM focuses on the construction and maintenance ofthe Relationship between enterprises and customers.Enterprises actively exploreways to establish close,stable and mutually beneficial relationships with customers,deeply understand customer needs,expectations and value demands,and enhance thetrust and cooperation depth of both parties through effective interaction andcommunication mechanisms.
2.2 Review of Related Studies
2.2.1 Current Status of Foreign Research
The concept of CRM dates back to the 1980s,but its core idea gradually tookshape and gained widespread recognition in the late 1990s and early 2000s.Theearliest country to develop customer relationship management was the United States.In early 1980,there was a so-called‘Contact Management’(Contact Management),which specifically collected all the information about customers contact withcompanies;Drucker,(1954)emphasizes‘customer first’and proposes that the corepurpose of an enterprise is to‘create and keep customers’.His views inspired thecustomer-oriented concept of modern management and laid the foundation for latercustomer relationship management(CRM).Kotler,(1967)laid the foundation ofmodern marketing.He put forward the‘4Ps of marketing’theory and emphasized thatmarketing should start from the perspective of meeting customer needs,which isconsistent with the core idea of CRM.
Berry,(1983)was a pioneer of‘relationship marketing’and proposed that businesses should focus on attracting,maintaining,and enhancing customerrelationships,not just transactions.This philosophy has directly influenced thedevelopment of CRM,especially when it comes to customer retention.
Chapter 3 Case Description:Current Situation of Customer Relationship Management in C Company..............................40
3.1 C Company Overview................................40
3.1.1 C Business System of the Company.....................41
3.1.2 Organizational Structure of Company C............................45
Chapter 4 Diagnosis and Analysis of Customer Relationship Management Problems inCompany C........................56
4.1 Current Status of Customer Management System of Company C................58
4.2 Problem Diagnosis in the Application of C Company's CustomerManagement System.................................61
Chapter 5 C Company CRM Strategy Optimization Based on IDIC Model...............76
5.1 Customer Identification:Establish Standards for Complete InformationCollection........................76
5.2 Customer Differentiation:Optimize the Classification System.....................78
Chapter 5 C Company CRM Strategy OptimizationBased on IDIC Model
5.1 Customer Identification:Establish Standards for Complete InformationCollection
Peppers,D.,&Rogers,M.stated that identifying customers is the foundation forbuilding effective customer relationship management.In the IDIC model,the goal ofthe identification phase is to determine who is the target customer of the enterprise,aswell as the basic information and characteristics of those customers.This helpsenterprises to locate the market more accurately,develop effective marketingstrategies,and optimize the allocation of resource.Therefore,Company C shouldrebuild a complete customer identification system to ensure that customer informationcan be identified and managed more accurately.First of all,Company C needs toclearly identify the scope,define the target customer group,and ensure that it coverskey dimensions such as region,enterprise scale and sales channels.In this way,thecompany can find the most suitable customer group in the market and improve themarketing efficiency.Then,the company needs to collect customer informationthrough multiple channels,including website registration,social media interaction,promotion participation,market research and other means,to comprehensively collectcustomer data.
Chapter 6 Study Summary and Further Research
6.1 Summary of the Study Results
Company C has preliminary constructed a set of relatively perfect IDICmechanism in its business operation.This mechanism covers four key stages fromIdentify,Differentiate,Interact to Customize,and formulates detailed and specificpolicies and measures at each stage to ensure the smooth progress and efficientexecution of the entire process.In the identification stage,the company conductsin-depth analysis and precise positioning of customers needs and preferences throughvarious means and tools in order to better understand the target market.In thedifferentiation stage,the company makes targeted adjustments and optimizations toproducts and services based on the identified information and CLV analysis method,so as to improve its own service classification,improve its own service efficiency andmeet the needs of key customer groups in a timely manner.In the interactive stage,the company effectively communicates with customers through various channels,establishes good customer relationships,and enhances customer loyalty andsatisfaction.Finally,in the customization stage,the company provides tailor-madeproducts and services according to the individual needs of customers,so as to achievehigher customer satisfaction and market competitiveness.