Key Customer Relationship Management Based On The Customer Value Evaluation

Nowadays, with the world economy going to unification, the business circumstances of enterprises have experienced severe changes. Customers are no longer inactively acceptors, their situations in trade have changed thoroughly. The era of customers yielding to products has gone. Enterprises have to rebuild a series of circles, such as producing, marketing and service providing, to put customers' demands on a core place. In order to provide individual services to customers, Enterprises also realize the significances of tracking the interest changes. How to discover and identify those most valuable customers, discuss and take personal management, so that enterprise can generate the greatest profit and shareholder value, all above has promoted the emergence fo Key customer relationship management (KCRM).By amply discussing on the background and the evolution of theory about key customer relationship management, the condition and necessary of the KCRM's emergence is proved. Then a detail analysis is carried on, indicating the significance of its applying. After defining some correlative concept, in order to satisfy the demand of key customer relationship management, a four dimension model of customer value evaluation is set up. By this model, customer is classified and key customer is identified, so that a further analysis could be taked on the key customer through the aspect of contribution and behavior, etc. At the end of this dissertation, a general method of key customer relationship management is brought forward, with some practical measures gived as well.This dissertation aims to build a model of customer value evaluation which is fit to the KCRM, and summarize a series of measures by thinking the enterprise's actual needs.