The Research On The Model Of Customer Value Assessment Based On Customer Lifecycle

The study of customer value assessment is regarded as a hot issue and full of challenge both in academic research and practical application in recent years.Customer value assessment can direct enterprises'marketing, information management and business strategy by examining company's profitability from a totally new perspective. As a sort of important asset of enterprises, Customer have created the ultimately profits for enterprises. Due to the cost of establishing, maintaining and developing different customer is diversity, then different customers have different value for enterprises. Therefore,if enterprises want to get high-quality from its customers, they must clearly know the quantity of their customer's value. Do the customer value evaluation and implement good customer management is a effective way for enterprise to get competitive forces in modern times.Because of its intangibility, the customer value evaluation is difficult to be analyzed and evaluated. At present, there are some methods to evaluate the customer value; but they still have some disadvantages and don't have a uniform or standard evaluation way. This paper want to improve the earnings evaluation method based on the studies of predecessor, and establish a customer value evaluation model which will be more simple and practical. Compare with other evaluation methods, this model has some advantages such as: the principle is simple, the process is stylized, and the parameters are comprehensive etc. Enterprises can use this model to make discernment and judgment on the profit ability of each customer approximately, which could facilitate enterprises to subdivide their customers; adopt different marketing tactics to different customers, and lengthen the duration of relationship between company and customer to get more profits and so on.This paper has six chapters. The first chapter is exordium which proposes the research background and study meaning of the paper, analyzes the research trends of domestic and overseas and also introduces the research goal, approach and structure. The second chapter is relevant theory which supports this paper, including customer value, customer lifecycle and customer value assessment. The third chapter is about the establishment of customer value assessment model. In this part, lots of formulas and charts are used to construct the customer value assessment model and the determine methods of all the parameters. It can be said this chapter is the core of the whole thesis. The forth chapter is a practical application case of the model introduced in the fourth chapter. In this part, combined with data of an enterprise, the validation check of the model is realized. The fifth chapter is some enlightenment of model application for enterprise practice which can offer some train of thought for modern company. The sixth chapter is a conclusion for the thesis,it summarize the study result of paper and make a prospect for the subsequent research.