Company C Chinese Market Customer Value Evaluation System Design And Applications

Because the trend of global economic integration grows quickly, business marketing has changed from the focus of seller to the focus of buyer which is the core of business. Customers are the most valuable resource of the enterprise; differentiation marketing strategy will help the enterprise to compete for more high quality customers. Customer Relationship Management (CRM) has became the continuous hot point of enterprise marketing strategy researching and marketing system application. And the customer value evaluation is the core and basic of CRM researching.At first this thesis does analysis, arrangement and generalization work of the growing history and sect and theory of CRM researching, the researching technical direction is decided. Then the thesis builds up the customer value evaluation system of G production of C Company through current value and potential value on the base of document researching, and it fix the weight of all level index. It uses the AHP researching method to finish the customer value evaluation job of Chinese classic customer of G production of C Company. Then this thesis does more work on the customer value evaluation date by hierarchical clustering analysis method. All customers are divided to four customer category:high value customers, second high value customers, potential value customers, low value customers. According to the different customer category it needs different customer management strategy. At last it is the summary of the whole thesis including the shortage and prospect.The big harvest of this thesis by researching work is:giving the actual and affect instructional strategy to customer show the importance of the CRM which can give more instruction function to enterprise customer resource management.