Research On The Channel Customer Evaluation And Classification Management Based On The Theory Of Customer Value

With the extremely developed of the internet in modern society,the traditional marketing channel is still playing an extremely important role.Although equipped with so much practical experience and withe the support of the theory at present stage,the channel customer management still lacks a set of scientific and reasonable channel customer evaluation system and measures which can help channel customers to evaluate its value and be of little use to its segmentation management.Based on the existing theoretical research,this paper divides channel customer value into the current value and potential value for evaluation,which is on the basis of the theory of clients’ value.The evaluation of the current value is from four dimensions:the channel stability,channel capacity,channel devotion and channel efficiency while the potential value from three dimensions to evaluate:channel cooperation degree,channel loyalty,channel sustainable development.Thus,channel customer value can be evaluated comprehensively.Meanwhile,this paper builds a two-dimensional model of the clients’ value segmentation according to the evaluation system.Based on the current value and potential value evaluation score,this paper divided the channel clients into four categories:clients with high value,higher value clients,potential clients and clients with little value so as to realize the clustering and segmentation of channel customer management.This paper takes ZJ company for example after building the evaluation system and the segmentation model,examine the effectiveness of the evaluation system.First of all,carrying out factor analysis on the index system by employing SPSS 19.0,we test the rationality and validity of the indicator system.Second,we evaluate the company’s 55 channel customers’ current value and potential value by using the ZJ company’s data as sample.Then,we determine the weighting factors of assessment indicator by using the entropy method so as to work out the current value and potential value of each channel members.Finally,using K-Means hierarchical clustering procedure,we get the ZJ company’s channel members clustered and we divide the channel members into four categories and finally put forward the corresponding segmentation management strategy.In the end,this paper establish the "input-output" theory model based on the general customer segmentation.From the point of view of resources investment,we take in-depth analysis that the company should take the differentiation strategy for the different channel customers.Then,we describe and analyze the following three directions as thorough as possible:the price,the market and the service,which provides references for other enterprises.