2The Evaluation Research Of Organizational Customer Value Of Db Marketing Industry

L is a DB Marketing enterprise.The organizational customers has become an important part due to customers with the vigorous development of the scale of organizational customers market. There are numerous confusions concerning the perspective of value management of organizational customers confronted by the enterprises with the increasing growth of importance, the first one is that the enterprises do not know the reason of importance although of which they come into realizing the importance; the enterprises could not carry out evaluations towards the value of organizational customers through quantitative method due to lacking of the practicable means of evaluating the value of the organizational customers, and which could not result into the classified management like service and marketing towards organizational customers. Thereafter the urgent study priority lies in how to clearly realize the value of organizational customers and carry out the evaluations utilizing practicable methods and then taking classified management.The study purpose of this dissertation is to set the indicator system of evaluating the organizational customers’value as well as exploring the influencing factors towards the value of organizational customers based upon analyzing the connotations of the value of organizational customers. The dissertation will also aim at supply the basis for reasonably allocating resources by the enterprises as well as reaching the classified management of organizational customers.The research achievements of this dissertation could be summarized as below:(1) Constructing the value evaluation indicator system of organizational customers of DB Marketing enterprise. The author puts forward three elements consisted in organizational customer’s value including the value of present, potential and influence power starting from the connotations. And the author designs the two-level rules as incomes, cost and profit due to the present value. The author designs the two-level rules concerning the potential value as the value of capacity, ability of growth, loyalty and credibility in accordance with the connotations of the value. The dissertation has pointed out the last stage indicator and the attribute of which after introducing the evaluation method towards each rules.(2)Analysing the relationship of organizational customer values.The dissertation has discovered the internal connectivity between present value and influence power value while no connectivity exist between the potential value and the other two values based upon the empirical analysis of the enterprise L using the statistical analyzing method. And which shows that the enterprise shall pay more attention due to the important impact towards analyzing the value of organizational customers due to potential value.(3)To classify the organizational customers.The organizational customers could be classified into three kinds in accordance with empirical analysis:The customers of potential value(with low value presently and little influence power value but with high value),low value customers(presently low value and low influence power value as well as low potential v)and valuable customers(presently high value and high value of influence power as well as high potential value).Among which the potential value customers takes the most part resulting into the enterprise shall not ignore evaluate the potential value through take the present deal as the reference in the actual operation of the enterprises. The enterprises shall take the key priority aiming at valuable customers which is called the best customers with small quantity. The enterprise could take the giving up strategy towards low-value customer considering the status quo of operation is rather satisfied with limited development potential.(4)The dissertation puts forward three types of differentiation management in the process of organizational customer’s management of enterprises. The strategy differentiation takes the present and potential values as the classification basis with the aim of differentiated management towards organizational system, management empower as well as prioritized level of process due to different organizational customers; the differentiation of marketing resources allocation takes the value of purchasing capacity and loyalty as the classification basis with the purpose of reaching differentiation management due to reaching marketing plans, the construction of marketing team and the deployment of customer’s manager; the credit extension differentiation takes the value of credibility and loyalty as the classification basis with the aim of reaching differentiation management due to risk management like overdue arrears and repayment period concerning different organizational customers.