Research On Customer Relationship Management Based On Customer Value

In the modern market situation, enterprises are taking place in the living environment of enormous change. The market has turned form supplier-oriented to customer-oriented.Enterprises are only put the customer as an asset, with the management concept of "customer-oriented", response rapidly and satisfy their customers'personalized and changing demand, create value for customers, can be able to survive and develop in the fierce market competition. Customer Relationship Management (CRM) is a developing management concept fit for this circumstance. CRM is a process of the value creation and exchange, the core of which is making value for customers. CRM based on customer value is to make enterprises really establish the "customer-centered" philosophy. Enterprises can enhance the customer satisfaction, establish long-term lasting relations with their customers and enhance the efficiency of transactions through the understanding of customer value, the customer value's actuation factors, and improving CRM strategies. Ultimately enterprises'competitive power will be enhanced in the new economy environment and ultimately achieve a win-win business with their customers.The concerned customer value's research achievement also was outstanding in recent years, but has not formed a complete theoretical system. The customer value's definition had the different meanings, stressed that the customer create value for the enterprise, but it is a question urgently wait to be solved that how to create value for the customer, how to make customer value and enterprise value fused and achieve a win-win situation. Therefore, the paper-a research on CRM based on customer value discusses the intension and factors of customer value from a development perspective and elaborates the CRM strategies based on customer value from a new angle of view. Meanwhile, the paper carries on the appraisal to CRM implementation effect using customer degree of satisfaction, so that enterprises truly realize "take the customer as the center", create value for customers, and then realize the value of the business. The paper also takes communications equipment manufacturer as an example, constructs a model to test communications equipment manufacturer's customer satisfaction level using the Analytical Hierarchy Process (AHP), and makes recommendations and improvements for a communications equipment manufacturer.