电商平台网络营销策略优化研究——基于客户关系管理视角

Research on Optimization of Online Marketing Strategies for E-Commerce Platforms—From the Perspective of Customer Relationship Management

摘要: 在数字经济持续发展的大环境下，国内电子商务行业竞争不断加剧，传统网络营销方式同质化问题突出，平台获取新用户的成本逐年上升，如何有效留住客户并提高复购率，已经成为电商平台实现稳定发展的重要环节。本文以客户关系管理为研究视角，对当前电商平台网络营销的实际情况与存在问题进行分析，阐述客户关系管理对于提升营销质量的重要意义。研究发现，现阶段不少电商平台存在客户数据管理不完善、个性化服务不足、客户互动与沟通不畅、客户忠诚度与流失管理薄弱、CRM系统与营销策略的协同不足等问题。针对以上问题，从构建统一、高质量的客户数据管理体系、精准化与差异化的营销策略体系、整合式客户沟通与关系管理、客户价值维护与流失预警闭环管理、基于CRM的营销闭环与跨部门协同体系等方面提出改进策略，为电商平台提高客户忠诚度、增强综合竞争能力提供参考。

Abstract: Against the backdrop of the digital economy’s sustained growth, competition in China’s e-commerce industry continues to intensify. Traditional online marketing methods suffer from significant homogenization, and the cost of acquiring new users for platforms has been rising year by year. Consequently, effectively retaining customers and increasing repeat purchase rates has become a critical factor for e-commerce platforms to achieve stable growth. This paper adopts a customer relationship management (CRM) perspective to analyze the current state and challenges of online marketing on e-commerce platforms, and elucidates the significance of CRM in enhancing marketing quality. The study finds that many e-commerce platforms currently face issues such as inadequate customer data management, insufficient personalized services, poor customer interaction and communication, weak customer loyalty and churn management, and insufficient synergy between CRM systems and marketing strategies. To address these issues, this paper proposes improvement strategies in the following areas: establishing a unified, high-quality customer data management system; developing precise and differentiated marketing strategies; implementing integrated customer communication and relationship management; establishing a closed-loop management system for customer value retention and churn early warning; and creating a CRM-based closed-loop marketing and cross-departmental collaboration system. These strategies aim to provide guidance for e-commerce platforms to enhance customer loyalty and strengthen their overall competitive capabilities.