Analysis Of Customer Value In KY Mobile Communication Company

Since nineties of the twentieth century, Customer Relationship Management has continuously become the hotspots of enterprise's marketing strategies research and marketing system applications. The core of Customer Relationship Management is customer value. Evaluation of customer values should be carried out through the life cycle of customer identification, retaining and development. Especially, Customer value, which throughout the whole life cycle, is the foundation of marketing theory. Without customer evaluation and quantifying, it is hard to identify, retain and develop the value customer of enterprise as well as to realize the long-term customer value. Only after the quantitative evaluation for customer value, it is impossible to realize the effect customer relationship management, which makes the research of customer value become focus of all the problems. In view of the importance of customer value in CRM, How to identify, measure and evaluate customer value have become hotspots for researcher at home and abroad.This article focuses on the core problem of Customer Relationship Management-----the customer values, and probe into problems of how to identify, evaluate and quantify customer values and their application in enterprise.The first part of this article briefly elaborate the related literature of customer value; then, it comes into the detailed research on customer values by analyzing the current value and potential value of customer from the view of qualitative analysis and quantitative analysis; Third, the article advances the evaluation system of customer value in the condition of customer life cycle and implication to management practice; Finally, based on research and analysis of customer value in KY communication company as the case study, combining investigation to history of company with using statistics of clustering and ABC to analyze the sampled data of company to evaluate and quantify acquire customer value, we apply the customer value appraisal criterion system to strategically classify the VIP customer based on the customer value,, and identify some problems in customer value management, implications and suggestion are also given.This article arrive at a meaningful conclusion through research: This text mainly from both the customer's current worth and latent worth side, definitely putting forward the customer's value evaluation index system of the business enterprise. The customer...