SCRM企微系统是指社会化的客户关系管理系统，能够创新企业同客户互动、管理方式。通过精细化运营，辅助企业实现业务增长、降低客户流失，有效提升企业经营效率。SCRM企微系统在国外出现的时间较早，在诸多大型企业、连锁品牌、集团公司中应用已较为成熟。在我国，SCRM企微系统最先在金融业、服务业、零售业中推广，随后逐渐推广到不同类型的行业企业中。目前，随着互联网的不断发展，SCRM企微系统已经成为企业营销改革和创新的重要服务方式。T公司作为SCRM产品行业头部企业，已服务过汽车、教育、医美、保险等众多行业客户。但随着行业市场不断成熟，越来越多企业涌入市场，导致T公司市场份额被逐步瓜分，市场竞争加剧，营销效果持续走低。为获得更好发展，T公司SCRM产品的营销策略调整迫在眉睫。

本文将通过文献研究、问卷调查、访谈分析等方法，从政治环境、经济环境、社会文化、技术环境4个方面对SCRM产品市场竞争环境进行分析。以4Ps营销组合理论为核心依据，从产品体验、产品渠道、产品价格、产品推广四个方面对T公司SCRM产品营销过程中存在的诸如产品功能同质化，产品定价缺乏差异化、营销渠道不完善、推广手段单一等问题进行深度分析。结合分析，提出相应的营销工作优化调整意见，通过不断完善现有产品功能体系、制定灵活浮动定价策略、整合多元化线上推广渠道、加大网络推广力度等优化措施，实现T公司SCRM产品营销效率和市场份额双提升的目标。

希望通过该论文的研究分析，帮助T公司更好地应对当下SCRM产品激烈的市场竞争环境，完善T公司SCRM产品营销策略及管理上的不足，开拓T企业SCRM产品的营销思路。同时，也可对业内其他公司制定营销策略提供一定的参考价值。

The SCRM —enterprise WeChat system，which innovates the way enterprises interact and manage with customers, thus helping enterprises achieve business growth, reduce customer churn, and effectively improve business efficiency. SCRM system has appeared for a long time in foreign countries, and has been relatively mature in many large enterprises, chain enterprises and group companies. In China, the SCRM system was first promoted in the financial industry, service industry and retail industry, and then gradually extended to different types of industrial enterprises. At present, with the continuous development of the Internet, SCRM system has become an important service mode for enterprise marketing reform and innovation.

As a leading enterprise in the industry, Enterprise T has served customers in many industries such as automobile, education, medical beauty, insurance, etc. However, as the industry market continues to mature, more and more enterprises have poured into the SCRM product market. As a result, T enterprise's SCRM market share is gradually divided, market competition intensifies and marketing effect continues to decline. In order to achieve better development, it is urgent to adjust the marketing strategy of T enterprise's SCRM products.

This paper will analyze the SCRM market competition environment from the following four parts:  political environment, economic environment, social culture technical environment, through literature research, questionnaire survey, interview analysis and other methods. Based on the 4Ps marketing mix theory, this paper makes an in-depth analysis of the problems existing in T enterprise's SCRM marketing from four aspects:  product experience, product channel, product price, and product promotion, such as product function homogeneity, product pricing lack of differentiation, imperfect marketing channels, and single promotion means. Based on the analysis, put forward corresponding suggestions on optimization and adjustment of marketing work. Through continuous improvement of the existing product function system, flexible floating pricing, integration of diversified online marketing channels, increase of online promotion and other optimization measures, achieve the goal of improving the marketing efficiency and market share of T enterprises' SCRM system.