Research On Customer Management Strategy Based On Customer Value In Case Of A Feed Company

With the increasingly fierce market competition,how to manage customer relationship effectively has become the biggest challenge of A feed company.Due to the lack of effective customer value evaluation method,the management fails to understand the value of customer clearly and manage customer differentially.Then,it is difficult to achieve effective allocation of resources to maximize the benefits of enterprise.This paper aims to build a customer value evaluation model for A company,and help the company evaluate the customer value scientifically and comprehensively.Based on customer value,A company can improve customer value and the competitiveness of company by segmenting customers and making differentiated customer management.The main work and research results of this paper are as follows :First of all,this paper analyzes the current situation of A feed company management.The feed industry has been analyzed in detail from the aspects of supply and demand,downstream customers,product structure and industry concentration,data shows that feed industry competition has become increasingly fierce in recent years,the scramble for customers continues to intensify.Through Potter's five forces analysis,we learn that A company's threat mainly comes from the competition and buyer's bargaining power.Then,this paper analyzes the problems existing in the ABC classification method adopted by A company at present,such as the single classification of customer index,the lack of pertinence management of customer differentiation,and so on.Secondly,this paper constructs and applys a customer value evaluation model for A company.Combined with the existing index system and expert interview,this paper constructs a set of A company's customer value evaluation indicators from two aspects of current value and potential value,forming a 2 grade 7,3 grade 19 multilayer customer value index system.By using the analytic hierarchy process(AHP),the weights of the indexes at all levels were preliminarily confirmed.On this basis,the paper then deleted the index of lower weight,revised and optimized the evaluation index system,made the evaluation system more operational.Finally,we confirmed the scoring standard of each index value,and calculated the value of 60 customers of A company.Thirdly,this paper makes the customer segmentation and designs the differentiation management strategy based on the value calculation.Sixty customers are divided into four categories,named high value customer,inferior value customer,potential value customer and low value customer by using K-means clustering method to cluster the customer's current value and potential value.This paper designs the path of customer value improvement on the basis of 1 grade and 2 grade index for inferior value customer,potential value customer and low value customer.Meanwhile,this paper designs customer retention and value enhancement management strategies for the four categories of customers on the basis of 2 grade and 3 grade index.The research results of this paper provide a theoretical basis for the design of reasonable customer classification and management strategy of A feed company,which is of great significance to the long-term development of company.In addition,there are some referential values for other enterprises in feed industry.