Analysis And Optimization of Customer Relationship Management Based on Internet Platform and Big Data -- Take Three Squirrels as An Example

Abstract

This paper mainly takes three squirrels as examples to analyze the customer relationship management of food retail enterprises in the era of Internet platform and Big data. This paper first learned about the development of retail enterprises in the context of the Internet and Big data by reading the literature and found that customer relationship management in this era lacks relevant case guidance, and then analyzed it with the help of the typical case of three squirrels. Then it analyzed the background of three squirrels, introduced and analyzed their customer relationship management based on the Internet platform and Big data applications, and highlighted their characteristics of making full use of social media platform for customer relationship management. Afterwards, the customer relationship management of the three squirrels was classified using the IDIC model, and the four dimensions of the model, namely customer identification, customer differentiation, customer interaction, and customer customization, were analyzed. The existing problems of the three squirrels were identified, and relevant optimization suggestions were provided. Specifically, it is suggested that customer differentiation analysis can be further carried out based on RFM, not limited to customer relationship maintenance of online platforms, more offline activities should be carried out, big data analysis should be fully used to implement customer customization and simplify relevant product requirements. The analysis of this paper provides customer relationship management cases and optimization plans for retail enterprises in the era of the Internet and Big data, which is of great reference significance.