The Evaluation Of Customer Value For C2C Trading Platform

As an intermediary of network transactions,C2C trading platform can provided lots of information,and it also can comply personalized marketing and real-time distribution of digital goods by breaking the boundaries of time and space.It has the advantage of low-cost,real-time communication with consumers around the world, so it is developing very quickly now.Customer is the most important resource for C2C trading platform to get profits and competitive advantage.In order to ensure that customers get higher levels of satisfaction and increase the possibility of repeat purchase,C2C trading platform must satisfied customer's personalized demand and manage customer relation effective.The present paper analyzes and evaluates the consumer value of C2C trading platform base on taobao and eachnet.Firstly,the author offers a general introduction to the research background,purpose,significance and present situation of relevant research.With an analysis of the business model,characteristics of C2C trading platform.Then deeply studies the customer value of C2C trading platform.Surveys the characteristics,behavior of customer.Combined with the characteristics of customer,the author analysis the constituent elements of customer value from business perspective and customer perception,and then build customer value evaluation index system.The last part is an evaluation of the consumer values in C2C trading platform.In which the author analyzes the principle and purpose of consumer value evaluation by means of the statistics of the relevant questionnaires, an approach of value-index-based consumer value evaluation and AHP.He designs and calculates the weight of all the factors in the given system,offers a positive research on the validity of the system and an all-around evaluation of consumer value.The innovation of this paper is the two perspectives from which we evaluated the customer value.On one hand,it provides a basis for the enterprise customer relationship management and strengthens the purpose of enterprise's management to customers through solving customer value distinction.On the other hand,through the evaluation of value from the perspective of customer perceived,the trading platform can find the main point which clients' value concerns,as well as value concerns point dynamic changes...