What does the naming of jewelry brands generally emphasize? What are the characteristics of competition in this industry?

The naming of jewelry brands generally requires "wealth, auspiciousness and fashion classics".

The competition in this industry lies in brand competition, reputation competition and quality competition.

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Marketing is the science and art of developing, maintaining and cultivating profitable customers. Philip Kotler

From the whole marketing process, customers are an important factor for jewelry brands to remain competitive and survive. More and more jewelry enterprises strongly feel that in the increasingly fierce market competition in the jewelry industry, customer resources are vital resources, and whoever owns customers will own the market. Now the essence of jewelry brand competition has evolved into a customer battle that determines the life and death of jewelry enterprises.

For many domestic jewelry enterprises, the massive loss of customers and the lack of potential customers are one of the most serious problems at present. How to prevent customer churn? How to explore potential customers? How to gain competitive advantage in today's fierce competition for customers? A system that combines modern information technology, business philosophy and management ideas successfully solves the key to enterprise customer competition. This system is the customer relationship management system widely used in modern enterprises-CRM system. This paper discusses the application of CRM system in jewelry industry, and mainly expounds two key issues of CRM system in jewelry industry: customer management of agents or franchisees and terminal customer management.

Value and classification of customer relationship management

First, the definition and composition of customer relationship management

1. Definition of customer relationship management

CRM is the abbreviation of customer relationship management, which is the combination of modern information technology, business philosophy and management thought. It is mainly based on information technology, through the "customer-centered" business process reengineering design, forming an automated solution, thus improving customer loyalty, and ultimately achieving the improvement of enterprise operation efficiency and profit growth.

2.2 composition. customer relationship management

CRM system generally consists of three main parts, namely sales management, market management and customer service.

(1) sales management

CRM can help salespeople to track all sales processes effectively, replace the original manual sorting and analysis process with automatic processing process, and integrate sales information into a database, so that all salespeople can enjoy customer information and avoid the phenomenon of losing customers due to the loss of salespeople to the maximum extent. At the same time, CRM also integrates important information such as products, pricing, cargo volume, shipment and so on in various periods, which shortens the sales cycle and reduces errors and repetitive work in the sales process.

(2) Market management

CRM has the functions of market analysis, market forecast and market activity management;

Market analysis can help marketers identify and determine potential customers and target customer groups. Through the analysis of demographic analysis, region, income level, past purchase behavior and other information, we can make product and market strategies more scientifically, effectively and accurately, and also provide an analytical basis for why enterprises make profits and losses.

(3) Customer service

The powerful customer database in CRM system organically combines sales process, marketing propaganda, customer care and after-sales service, which provides more opportunities for enterprises to sell more products to customers. The main contents of customer service include: customer care, disputes, order tracking, on-site service, problem and solution database, maintenance behavior arrangement and scheduling, service agreement, service request management, etc.

The value of 3.3. customer relationship management

(1) Promote the efficiency of enterprises.

CRM system greatly improves the operational efficiency of enterprises by integrating all business links and resource systems of enterprises. CRM system plays a connecting role in the enterprise's resource allocation system. CRM can not only integrate telephone service center, customer service organization, terminal promotion, network publicity, etc. To form the front-end mouthpiece of the enterprise, it is necessary to penetrate into the departments of production, design, logistics and human resources, and integrate the internal organization of the enterprise. The integration of enterprise resources by CRM realizes the information sharing of enterprises, greatly improves the automation of business processes and the work efficiency of employees, and promotes the improvement of enterprise benefits.

(2) Optimize the business chain of the enterprise

CRM makes the original marketing staff, planning and promotion, sales staff and after-sales service form a strong business chain, and the members of the whole business chain coordinate and cooperate with the central goal of "meeting customer needs"; Within the enterprise, finance, production, procurement, logistics and other departments can also obtain customer demand, market distribution, product sales and other information through CRM comprehensive analysis.

(3) Explore and continue new and old customers.

For old customers, by integrating enterprise resources, help enterprises capture, track and utilize all customer information, realize resource sharing within the whole enterprise, let enterprises better manage sales, services and customer resources, and provide customers with fast and thoughtful quality services; For potential customers, through perfecting systematic customer care, telephone, SMS marketing and product promotion, customers can understand and know jewelry brands, and then have a good impression on jewelry brands, and finally turn them into profitable customers of enterprises.

(4) Expand new market space.

Because CRM integrates production design, sales process and customer service, enterprises can find market opportunities in time from terminal feedback, customer complaints and market research, and develop new products suitable for the market, thus improving their competitiveness.

Two. Overview of CRM classification

CRM system is run by computer software, which is mainly divided into operational CRM, analytical CRM and collaborative CRM according to its functions. Limited by space, these issues related to the specific operation of CRM are not discussed here.

Different industries and enterprises have different requirements for CRM. For the jewelry industry, the application of CRM is mainly in two areas, one is the CRM system of jewelry production enterprises, and the other is the CRM system of jewelry terminal stores. The following focuses on the marketing strategy of CRM system in jewelry production enterprises and jewelry terminal stores.

Marketing strategy of CRM in jewelry production enterprises

For jewelry manufacturers, CRM customer relationship management focuses on the management of franchisees or agents. In the process of CRM management of franchisees or agents, jewelry production enterprises must adopt corresponding marketing strategies according to the characteristics of the industry, otherwise their customer relationship management will not be able to grasp the key points and will also have a negative impact on the implementation effect of CRM.

Here, this paper mainly expounds several important marketing strategies in customer relationship management of jewelry production enterprises: relationship marketing strategy and credit management strategy. These two strategies are the key work of customer relationship management in jewelry enterprises, and also the basis to ensure the successful application of CRM in jewelry production enterprises.

A. Relationship marketing strategy

The meaning of relationship marketing is to regard marketing activities as a process in which an enterprise interacts with consumers, suppliers, distributors (agents and franchisees), competitors, government agencies and other stakeholders to establish long-term trust and mutual benefit.

The focus of customer relationship management in jewelry enterprises is to establish sales and service relations with agents or franchisees, and to establish long-term trust through relationship marketing, so that agents or franchisees can maintain brand loyalty for a long time, thus promoting jewelry production enterprises to obtain long-term profits in today's fierce market competition and laying a good foundation for the survival and development of enterprises.

Today, the annual cocktail party of some jewelry brand agents or franchisees is a successful example of relationship marketing. Through the annual cocktail party, agents or franchisees can learn more about the brand's achievements in market profitability, enterprise development, advertising and new product promotion in the past year, thus enhancing their confidence and loyalty to the brand. In addition, they can also publicize brand strength, profit guarantee and new promotion through cocktail parties, and attract new agents or franchisees through cocktail parties or media publicity.

At the same time, the relationship marketing of CRM in jewelry enterprises runs through the daily work of enterprises. Jewelry enterprises have established a complete system of regular return visits, market research, new product publicity, suggestions collection, complaints and feedback, holiday greetings, birthday wishes and new store celebrations. After integrating the information of agents or franchisees in detail through CRM, we can establish long-term and stable sales relationship and service relationship with agents or franchisees, so as to maintain long-term trust and loyalty.

2. Credit management strategy

In the market competition of jewelry industry, in order to win customers, jewelry enterprises generally adopt the strategy of selling goods on credit to agents or franchisees, that is, the so-called "build-up period", which is generally divided into one month, three months, six months, one year and so on.

Agents and franchisees are also very keen on "making period" because it is actually an interest-free or discount loan obtained from jewelry enterprises to save the liquidity and interest expenses of agents or franchisees.

Jewelry enterprises adopt the practice of "making period" in order to increase customer orders, and more importantly, to establish long-term partnership with agents or franchisees, so that agents or franchisees can maintain their loyalty to the enterprise. However, due to the existence of goods sold on credit, the losses of accounts receivable and bad debts appear, which further affects the cash flow operation of enterprises and even leads to bankruptcy or bankruptcy in serious cases.

In order to manage the adverse effects of goods on credit and bad debt losses on jewelry enterprises, it is necessary to introduce the credit management system of franchisees or agents into the customer relationship management system of jewelry enterprises, which mainly includes the following three aspects:

1. Credit standard

Credit standard is the basis of enterprise credit management, usually taking the loss rate of bad debts as the evaluation standard, and the normal value of the loss rate of bad debts is formulated by the financial department. If the loss rate of bad debts is lower than normal, strict credit standards should be adopted, and only customers with good credit should be sold on credit to reduce the loss of accounts receivable and bad debts. On the other hand, if the loss rate of bad debts is higher than the normal level, we should adopt loose credit standards, increase credit sales, and promote the number of orders and product sales.

2. Settlement policy

Settlement policy is the way to settle the payment at different time points, which is classified according to time points and generally divided into early settlement, immediate settlement and delayed settlement. The settlement policy in jewelry production enterprises is generally delayed settlement, that is, the "production period" mentioned above, which is generally divided into monthly settlement, quarterly settlement, semi-annual settlement and annual settlement. The longer the settlement time, the greater the attraction to agents or franchisees, the higher the order volume, but the greater the possibility of bad debt losses. Therefore, the adopted settlement policy is closely related to the cash flow and bad debt loss rate of enterprises, and it is necessary to comprehensively analyze and choose a good settlement policy.

3. Collection strategy

Collection policy refers to the collection policy adopted by enterprises when they violate credit conditions. If jewelry enterprises adopt emergency collection policy, it will reduce the loss of bad debts, but it will also lead to a decrease in the number of orders and even the loss of original loyal customers. If the policy of slow collection is adopted, it is likely to increase the order volume and win more customers, but it will also lead to an increase in bad debt losses. Therefore, the collection policy cannot be static, and it should be constantly adjusted according to the loss rate of bad debts.

CRM marketing strategy of jewelry terminal store

For jewelry terminal stores, the focus of CRM customer relationship management is the end customer, that is, the direct buyer of jewelry. In the process of CRM management of jewelry terminal stores, jewelry terminal stores should also adopt certain marketing strategies to manage customers, otherwise it will waste marketing resources and reduce marketing efficiency.

Several important marketing strategies in customer relationship management of jewelry terminal stores are database marketing, club marketing and so on. This will be elaborated in detail below.

I. Database marketing

Database marketing is a marketing method that takes customers as the starting point, mainly relies on computer and communication technology, confirms the target customers and potential long-term customers of the enterprise through the data information in the database within a given framework, and communicates with them, so as to establish a long-term and lasting relationship with customers.

1. The value of database marketing

(1) Accurate target consumer groups

Through the analysis of customer data, the potential customers with the same characteristics are gathered together by using computers through demographic and consumer psychology analysis to form a target customer group.

(2) Maintain customer loyalty

Through the analysis of customer interest and behavior data in the customer database, the corresponding personalized communication methods are formulated for different customers, so as to maintain and strengthen the emotional bond with such customers, and maintain customer loyalty through this one-on-one care method.

(3) Define the deep needs of customers

Through the investigation of specific customers' purchase types and satisfaction, as well as the follow-up analysis of customers' needs, we can find customers' deep needs, provide customers with new products or services, and find new market opportunities.

(4) Determine the marketing media

According to the customer database, determine the marketing target, and make a rough sales forecast from the customer's region, purchasing habits, purchasing power and other aspects. , so as to determine the appropriate marketing media and expenses.

2. The implementation of database marketing

The steps of implementing database marketing are as follows:

(1) Collect customer information extensively.

The customer information to be collected includes the customer's name, age, occupation, home address, contact information, customer preference, customer psychology, etc. For customers who have purchased, their purchase information and feedback after purchase should also be added to the customer information.

(2) Establish a marketing database

Through the computer, the collected customer information can be effectively saved, and the marketing database can be called for analysis, so that the marketing database can become the decision information of marketing strategy.

(3) information update and adjustment

Input the latest customer information into the database regularly, and summarize and analyze the customer information in the database regularly to find out the changing trend of customer demand, so that enterprises can adjust product categories and marketing strategies in time and seize market opportunities.

(4) Target marketing

After mastering the characteristics of customer demand, we can use promotional activities or advertisements in a targeted manner to effectively stimulate customer demand, tap potential customers, and at the same time fight against competitors' marketing strategies to gain competitive advantages.

Two. Club marketing

A club refers to an association or group in which enterprises come forward to organize their members to participate independently on the basis of equality, voluntariness and mutual benefit, and enjoy corresponding rights and obligations. Club marketing refers to the marketing mode that enterprises attract members to participate by organizing clubs and provide services suitable for members' needs, so as to cultivate loyal customers and benefit enterprises.

1. The necessity of club marketing:

(1) Clubs are designed to retain customers for a long time, so they are more suitable for products that consumers consume repeatedly for a long time. The purpose of our membership system is not only to promote the first purchase, but also to induce the first buyer himself, his relatives and friends to buy.

(2) The wearing and maintenance of jewelry can't happen overnight, and it needs to provide consumers with long-term meticulous and thoughtful services. At the same time, service and word-of-mouth have a great influence on potential consumers, so we must pay attention to long-term and in-depth service; To do these services well, club marketing is a marketing method with appropriate marketing cost and income.

2. The role of club marketing:

Club marketing is of great benefit to jewelry terminal stores, and its main functions are as follows:

(1) Obtain first-hand information on market consumption. It can be said that the most authentic and reliable survey data comes from real consumers, and clubs give enterprises and consumers the most direct communication opportunities.

(2) Product research and development is closer to market demand. We can develop more marketable products according to the market demand. At the same time, it is also conducive to reducing the risk of product listing. The club itself is a good "experimental field", and product testing and trial sale are conducive to improving the chances of successful product listing.

(3) Be able to closely "unite" key customers. Customers who bring 80% consumption (or profit) to the enterprise are 20% key customers (or key customers), so club members are the blood of the enterprise. At the same time, ordinary customers can be developed into key customers or key customers through club marketing, which is a secret weapon to keep invalid customers out.

(4) Conducive to brand building and corporate image building. Image and brand need to be spread, and word of mouth comes from word of mouth, and club marketing can serve brand building and corporate image building through the good word of mouth and personal communication of these members. According to the communication theory, one person can influence at least nine people, and it is feasible for clubs to use word-of-mouth marketing, which shows that club marketing is also supported by communication theory.

If jewelry production enterprises and jewelry terminal stores adopt this CRM system which combines modern information technology, business philosophy and management ideas, jewelry production enterprises adopt relationship marketing and credit management strategies in the application process of CRM, and jewelry terminal stores also adopt database marketing and club marketing strategies, jewelry production enterprises and terminal stores will win customer resources to the maximum extent and explore more potential customers. With customers, there will be a market, and jewelry manufacturers and terminal stores may gain a strong competitive advantage in the market.