The Study On The Customer Value Evaluation Method For Sea-coal Sales Enterprises

As the main energy of our country, the proportion of coal in the primary energy structure is accounted for about70%, and its status will not change in the future for a long period of time. As the fundamental industry, it is so important for the national economic lifeline and energy security. With the development of marketing process of coal industry, the coal enterprises will face the more complex, volatile and highly competitive sales situation. In order to enhance competitiveness and expand the sales market, increase market share, and maximize profits, coal enterprises should abandon the traditional marketing concept formed under the condition of planned economy, introduce the concept of customer relationship management, and establish a customer centric marketing idea. By analyzing customer value to realize customer segmentation, furthermore, can implement targeted marketing strategies for different customers, and allocate limited resources of enterprises. Through enhancing the quality level and technical services, improving customer satisfaction and loyalty, establishing long-term and stable strategic cooperative relationship with key customers via long-term contracts, ultimately maximizing corporate profits.In this thesis, based on the structure and characteristics of seaborne coal supply chain, focused on analyzing the type and demand characteristics of seaborne coal customers, and the major factors influencing customer value, synthetically considered the current and potential value, constructing the evaluation index system for the seaborne coal enterprise customer value, and put forward to using multi-layer fuzzy comprehensive evaluation method to solve the problem. Finally, propose the specific measures for coal enterprises to improve customer relation management, including establishing the whole processing management system for the coal sales quality and high-quality customer service to cultivate loyal customers.