Study On Customer Value Assess Of Enterprise Customer And Evidence Researching

Along with the intense market competition, the focus of enterprise competition had transformed from market share to customer share which had been the key capital of the enterprise. The basic of differential management of customer is customer value assess. Only based on the customer value assessing, the enterprise can manage the customer effectively. By now, the established value assessing models were based on the consumer customer, not the enterprise customer. Therefore, it has important decision-making significance for the BtoB enterprise such as manufacturing industry to establish a customer value assess model for enterprise customer.Applying the related theory and method of customer relationship management and marketing management, on the basis of achievements of others, the author analyzed difference between enterprise customer and consumer customer, and illustrated the affect of customer's ability and market environment on the potential value. A customer value assess model was established on the basis of present value and potential value, which was made up by financial indexes and market environment indexes. After comparing the different methods, the author applied Analytical Hierarchy Process and Principal Component Analysis on the assessing customer value. And then three division customer segment model was established, which was based on present value, value making ability and market extended space and was applied on the customer segment. Hereby, the author put on the relevant strategy on customer management. The dynamic and processing of customer value management was discussed in this thesis. The author defined dynamic customer value management and elucidated the processing of maximizing value focused management. The author applied the customer assessing model, customer value measuring method and customer segment model in the molybdenum wire product customer management in JingWei Co. Ltd. The two methods also were compared in researching and tabled the suggestion in practice. As a result, the evidence on the new customer assessing model was put forward.The author established an effective assessing model on enterprise customer value according to the fact of BtoB enterprise such as from manufacturing industry. It has important decision-making significance in managing customer and increasing market competitive ability.