What are the strategies for implementing CRM in industrial marketing?

Aiming at the problems in industrial marketing, combined with the characteristics of industrial marketing, the specific strategies for the implementation of CRM in marketing management are as follows:

(a) Customer Identification

Before the implementation of CRM, the first problem is to figure out who the customer is. The buyers of industrial products are industrial customers. Throughout the entire value chain of industrial products and the internal value chain of the enterprise, customers can be divided into internal customers and external customers. Internal customers refer to the employees of the enterprise, external customers refer to direct customers and indirect customers, indirect customers can be understood as direct customers of the customer. At the same time, the meaning of customer understanding rises to the level of the company's organization, not with the marketing staff to deal with the individual. So the marketing work should be carried out with a long-term vision, and sometimes to jump to see the problem. In the actual marketing work, the focus is still on direct customers.

The first step in customer identification is the collection of customer information. For industrial products, the number of customers is limited, it is easier to file customer information. The record of customer information is the basis of customer segmentation. Customer information file can be divided into j parts: ① customer basic information, involving customer name, address, telephone, fax, e-mail, web site, customer company's organizational structure and decision-making structure, factional structure, decision-making process, who supports and who opposes us, who is neutral, who is the final decision maker, who is the influencer, who is the implementer, who is the negotiator, and the final decision maker's age, health, education, background, personality, ability, family situation, interests and other basic information; ② customer business trends, including product structure, market sales status, financial status, credit status, competitors, business strategic planning, etc.; ③ customer history of transaction status, involving the number of transactions, unit price, marketing costs, profits and customer complaints. After summarizing and statistically analyzing this information, customers can be segmented to develop different marketing strategies.

The second step in customer identification is customer segmentation. There are multiple criteria for the latitude of customer segmentation, and different scholars propose different models, but they are all based on the consideration of customer value. Customer value can be divided into current value and future value. The current value can be calculated from historical transactions, and the future value is the value that customers will bring to the enterprise in the future, which can not be measured by clear indicators, but can be borrowed from related indicators, such as customer satisfaction, customer loyalty and so on. In this paper, the indicators of customer segmentation is combined with their own work experience, the current value of the reference indicators are as follows: gross profit, sales volume, marketing costs (sales discounts + finance costs); future value of the reference indicators are as follows: the customer's industry position, the duration of cooperation, customer satisfaction. For each indicator to give weight and scoring standards, the comprehensive calculation of each customer's score, so as to give the customer grading.

(B) customer segmentation management

Pareto's law of two or eight tells us that 80% of the profits of the enterprise is created by 20% of the customers. Different customers contribute value to the enterprise is different, in order to maximize the value of the enterprise, the customer to segmentation management, to take different marketing policies. From the industrial products customer's own needs, showing the diversity, personalized characteristics, which with determines the necessity of customer segmentation management. According to the above customer segmentation standards, this paper divides customers into two groups: general customers and strategic customers. General customers create 20% of the profit, for these customers, maintain the existing service programs and marketing policies, strict control of the number of sales visits, service costs. Strategic customers are the main source of corporate profits, on the basis of existing services, increase the claw． Sexualized value-added services. Account manager to visit regularly, and regularly organize exchanges between the senior management of the enterprise. Service begins before the sale, line in the sale, finally after the sale, marketing policy to be preferential.

(C) the cultivation of customer loyalty

The cost of developing new customers is to maintain the old customers several times, industrial customers are more concerned about the quality of the product and the supplier's qualifications, however, the fierce competition makes the customer is highly sensitive to the price, under the premise of stable customer relationships to peers to tree up barriers to entry, while increasing the cost of switching, the customer's loyalty is particularly important! The loyalty of customers is particularly important, and is a guarantee of victory in the competition. Customer loyalty can be cultivated, this paper points out the following ways: ① improve the overall value of the product. Product value hierarchy theory tells us that the product does not only emphasize the core level, but also the expectation level and potential level, industrial products to meet the basic needs of customers at the same time, to strengthen the external level of function. Through product innovation, we constantly change the expectation level into the core level, and the potential level into the expectation level, so that the product becomes the only choice and the first choice of customers. ② From selling products to selling services, provide different solutions for different customers. Based on the segmentation of customers, for general customers, to help them grow, provide timely support and advice on their development, and help them improve their business situation. For strategic customers, to provide customized personalized mode, and customers to establish a partnership, *** with the development of new products and new applications market, some of the resources of the enterprise to implement *** enjoy. ③ industrial cluster phenomenon for industrial customers, industrial cluster areas to set up offices and warehouses, which can better serve the customer, while reducing its inventory costs costs.