腾讯客户关系管理对策分析

Analysis of Tencent's customer relationship managementAbstractWith the continuous development and progress of the scientific information era,scientificinformation technology is changing with each passing day,and the working mode of customerrelationship management is also facing changes.The development of the information era will bring amajor change in the concept and method and practice of customer relationship management.The marketcompetition in the information age is no longer the original product competition,but transformed into aservice competition.Customer relationship management,which occupies an important position in servicecompetition,helps to reduce costs,improve management efficiency,and stabilize customer relationshipsto expand potential markets.In order to study customer relationship management,this article selectsTencent as the research object,and explores the analysis of Tencent's customer relationship managementcountermeasures.Tencent's early customer relationship management had lagging service concepts,management mechanisms to be improved,and unclear customer positioning.In response to theseproblems,Tencent proposed a unique strategy:personalized and refined customer relationshipmanagement.With the help of this strategy,the number of active users of the product has greatlyincreased,and the revenue growth has been obvious,and it has promoted the self-improvement andupgrading of the product.Won a good reputation for itThis article summarizes and draws on the relevant research results of advanced CRM at home andabroad.First,it theoretically elaborated on the basic content of CRM and its role.Taking ShenzhenTencent Computer System Co.,Ltd.as a successful case,it used literature survey research The means andmethods of analysis and quantitative analysis explored the countermeasures of Tencent's enterprisepersonalization and refined customer relationship management.Finally,it puts forward suggestions onthe specific practices of customer relationship management in Tencent and other large Internetinformation service companies.Key words:customer relationship management;refined management;personalized management;ecological construction;digital upgrade;tencent力