Study On Value Pattern Of Potential Customer For Xi'an Kaiyuan Shopping Mall

Customer relation management receives wide attention among enterprises as long as the market competition is intensified and the cost for winning customer is raised. In order to attract and keep customer and stimulate their purchasing desire, the judgment of customer' value based on their buy is the precondition for the enterprise to offer general and individual services so that the long-term stable relationship will be established.This paper draws on the study achievements of the previous researchers and learns from the successful cases of communication and banking industry. It takes Kaiyuan Shopping Mall as the study subject and analyzes the transaction records of customer. The paper tries to reveal the customer value through the return rate, shopping amount and accumulation record. The author intends to establish mathematical relation between relevant elements through operational research, probability theory and mathematical audit. Thus the value pattern of potential customer will be showed for Kaiyuan Shopping Mall. The thesis also analyzes objectively the conclusion of samples, the mutual effects, the cause and effect, the average outcomes of tests and the return rates. This research includes the following. (1) On the basis of document study, this papier systematically analyses the criteria for judging customer' value and the causes that influence all the indicators. It is also pointed out the significance and effectiveness of the criteria for judging the target customer' value. (2) This paper sets the stable customer as research target and choose 511 customers who take up 2% of the total for customer' identification and detailed study. I describe the feature of target customer in different groups. (3) The paper analyzes the holding rate of customer and gross profit of customer through Waladdi Weibull function and curve fitting method. The mathematical pattern of the potential value of target customer is set up and suggestions are put forward as to how to invest in order to keep the customer. (4) Reference from the database about customer and the popularity of research results are studied through the soft ware SPSS12.0.The thesis will surely guide the practice of Kaiyuan Shopping Mall in terms of customer relation management and comprehensively expose the feature of potential customer. It offers the strategy and guidance for sales and helps to set up information network.