Customer Value Management Research Based On Supply Chain Coordination

With the increasingly fierce market competition, continuous improvement in the level of customer demand, as well as the increases in the uncertainty of customer demand, "Creating value for customers" has become a well-known philosophy. As early as 40 years ago, in the United States a well-known management experts Peter F. Drucker recognized that the purpose of the enterprise had only one appropriate definition: to create customer value. At the same time, enterprises are faced with the living environment of revolutionary change, the competition among enterprises increasingly evolves into the competition among supply-chains, and as a new management philosophy of improving the efficiency of supply chain operators, and supply chain coordination has begun to be mentioned more and more.This paper will study the customer value in the perspective of supply chain collaboration, define the conceptions of customer value and supply chain coordination based on summarizing many scholars' studies. This paper analyzes of the relationship of supply chain collaboration and customer value management from three aspects. Firstly, analyze of the mechanism of supply chain coordination creating customer value: supply chain coordination researches customer value; supply chain coordination creates customer value; supply chain coordination delivers customer value; supply chain coordination weakens attenuation effect of customer value. Secondly, analyze of customer value's counteraction to supply chain coordination. Thirdly, analyze of interaction mechanism between supply chain coordination and customer value management. Realize optimal value of customer value and promote the smooth conduct of customer value management, through supply chain coordination.Analysis and discuss of customer value evaluation based on supply chain coordination applying Extension Theory. First of all, analysis customer value in the perspective of supply chain collaboration. Secondly, set up characteristics model of customer value indicators combining of relevant studies of customer value indicators and implication idea in Extension Theory. Characteristics model of customer value indicators includes six dimensions: product quality, product price, delivery reliability, flexibility, quality of service and information. Finally, using correlation function in the Extension Theory, determine the class of all characteristics through calculating correlation between all characteristics of enterprises to be elected and different classes, and thus evaluate the level of customer value of the enterprises to be elected under the supply chain.In order to manage customer value based on supply chain coordination better, achieve customer value maximization, this paper proposes customer value support system: firstly, we must establish the philosophy of customer value management; secondly, we should establish organization system corresponding with customer value management; thirdly, it is necessary to set up customer relationship management systems targeted by the customer value management; and finally, set up internal staff training and communication system. For more effective implementation of customer value management, this paper proposes customer value management strategy based on supply chain coordination: customer needs, process management, knowledge management, and logistics management oriented customer value management and strategic alliances.