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论文编号：	14198
作者编号：	2320213732
上传时间：	2023/12/8 8:25:18
中文题目：	小米公司私域客户关系管理研究
英文题目：	Research on Xiaomi Company’s Customer Relationship Management in the Private Domain
指导老师：	任星耀
中文关键字：	私域；消费电子；客户关系管理；小米公司
英文关键字：	Private domain；Consumer electronics；Customer relationship management；Xiaomi Company
中文摘要：	近年来，数字经济是我国经济高质量发展的核心力量，各行各业将数字化建设作为未来发展重要战略，积极探索数字化转型之路，开拓消费新场景。数字化建设促进线上线下消费场景融合，众多企业通过公域平台触达客户带来大量流量及转化。然而随着我国互联网人口渗透率触顶，网购人群规模增速放缓，导致流量增长红利逐渐消失，公域流量获客成本攀升；同时人们需求也随着收入水平和生活品质的提升变得愈加多样化和个性化，更关注与企业的情感连接，渴望获得情感附加价值。在新消费环境和消费需求的推动下，私域应运而生，它是企业直接拥有的、可重复的低成本或免费触达的场域。线上消费场景逐渐向私域迁移，企业纷纷搭建自有的可直接触达客户的私域平台。小米一直致力于用互联网思维和方法为客户带来极致体验，私域作为实现小米新零售的重要途经，如何进一步做好私域客户关系管理、整合私域客户资源、挖掘私域客户全生命周期价值成为小米未来业务增长的关键要素，对其保持市场领先地位具有重要意义。 本文基于客户关系管理理论，将小米私域客户关系管理作为主要研究对象，首先分析小米私域面临的环境，包括私域发展历史及趋势分析、小米私域发展概况分析、竞争对手分析和SWOT分析。其次总结小米私域客户分类及客户需求，并通过客户关系建立和客户关系维护现状发现小米私域客户关系管理中存在的问题。最后根据小米私域实际情况，针对以上问题提出切实可行的提升策略和实施保障，提升策略主要包括：通过借助付费渠道开发客户、提升自有渠道开发客户的能力以及增加客户转介绍意愿来提升小米私域客户开发的效率，通过基于私域朋友圈、社群、1V1导购三大核心场景分别培育客户心智、拉近客户关系、构建客户信任来提升小米私域客户活跃和留存，通过优化私域小程序功能促进转化复购数量、强化销售线索挖掘提升转化复购质量、构建视频号拓宽转化通路来实现小米私域客户转化复购的效果提升。实施保障主要通过企业文化、组织机制与人力资源、数字化信息系统三个方面提供有力保障支撑。 本文将实践和理论相结合，该研究成果一方面有助于提升小米私域客户关系管理，另一方面为同业在私域领域加强客户关系管理提供参考和借鉴。
英文摘要：	For the past few years, the digital economy is the core force of high-quality economic development in China. All industries regard digital construction as an important strategy for future development, actively explore the road of digital transformation, and explore new consumption scenarios. Digital construction promotes the integration of online and offline consumption scenarios, and many companies reach customers through public domain platforms, bringing a large amount of traffic and conversion. However, as China's internet population penetration rate reaches its peak and the growth rate of online shopping population slows down, the dividend of traffic growth gradually disappears, and the cost of acquiring customers from public domain increases. At the same time, with the improvement of income level and quality of life, people's needs have become more diversified and personalized, paying more attention to emotional connections with companies, and eager to obtain emotional added value. Driven by the new consumer environment and demand, the private domain has emerged, which is a low-cost or free and repeatable field directly owned by companies. Online consumption scenarios are gradually shifting towards private domains, and companies are building their own private platforms that can directly reach customers. Xiaomi has always been committed to using internet thinking and methods to bring extreme experience to customers. As an important way to achieve Xiaomi's new retail, how to further improve the private domain’s customer relationship management, integrate the private domain’s customer resources, and explore the full lifecycle value of the private domain’s customers has become the key elements of Xiaomi's future business growth, which is of great significance to maintaining its market leading position. Based on the theoretical framework of customer relationship management, this thesis takes Xiaomi's customer relationship management in the private domain as the main research object. Firstly, it analyzes the environment faced by Xiaomi's private domain, including the development history and trend analysis, the development overview analysis of Xiaomi's private domain, the competitor analysis and the SWOT analysis. Secondly, it summarizes the classification and requirements of Xiaomi's private domain customers, and identify the problems in Xiaomi's private domain from the perspective of customer relationship management (i.e., the establishment and maintenance of customer relationships). Finally, based on the current situation of customer relationship management in Xiaomi's private domain, practical and feasible improvement strategies and implementation guarantees are proposed to solve the above issues. The improvement strategies mainly include: improving the efficiency of Xiaomi's private domain customer development by using payment channels to develop customers, enhancing the ability of owned channels to develop customers, and increasing customer referral intentions. The three core scenarios of private domain (i.e., friend circle, community and 1V1 shopping guide) are respectively used to cultivate customer mind, close customer relationship and build customer trust to improve the activity and retention of Xiaomi private domain customers. By optimizing the functions of private domain mini programs to promote the conversion and repurchase, strengthening sales lead mining to improve the quality of conversion and repurchase, and building a video account to broaden the conversion channel to increase the conversion and repurchase of Xiaomi’s customers in the private domain. The implementation guarantee mainly provides support from three aspects: corporate culture guarantee, organizational mechanism and human resource guarantee, and digital information system guarantee. This thesis conducts research through a combination of practice and theory. The research results not only help improve Xiaomi's private domain customer relationship management, but also provide reference for the other companies in the same industry to strengthen customer relationship management in the private domain.
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