Research On Customer Value Evaluation System Of Port Enterprise

Port is an important node in the international trade. Along with the vigorous development of China's port, the growth of port currency capacity has been faster than the growth of cargo throughput and port handling capacity has been began to appear relative surplus, so customers'choice gradually becomes larger and the quality of service is also increasing. With the increasingly fierce market competition, port enterprises must carry out different management on different customers to maintain their advantages and enhance customers' satisfaction and loyalty, in order to stabilize and develop the customer base, continuing to create value for enterprise.Port enterprises have recognized the importance of customer relations, and carried out the appropriate customer relationship management. For port enterprises, the evaluation of customer value includes the present value, such as cargo throughput, profit, advertise effect. And it should also consider the potential value, such as new routes to bring the volume growth, the growth of business volume to increase the benefits to the terminal. At present the port only qualitatively stressed the importance of customers, and according to customer sales rank to carry out the appropriate customer relationship management. Port Enterprises do not have clear and reasonable evaluation methods of customer value and principles of customer classification, so lack the corresponding management strategies.This paper based on the operating characteristics of port enterprises, customer value as the research object, researches on factors effecting customer value through the analysis of the elements of customer value and proposes evaluation index system of customer value for port enterprises. Combining the actual situation of port enterprises, determines the weight of each index. Through comparing the various index weighting methods, chooses the fuzzy AHP to quantify the evaluation of customer value. On this basis, constructs two-dimensional model of customer segmentation, the current value and potential value as index. Through the evaluation result of customer value to classify the customers to carry out different customer relationship management strategies for different customers, meet customer needs. For port enterprises, improves customers'satisfaction and loyalty, attract and lock the valuable customers.Finally, a port enterprise as a case, with the established customer value evaluation index system and evaluation methods to classify customers and achieve the scientific management of the customer relationship. It shows that this evaluation method is feasible and effective.