| As the economic environment is changing day by day,enterprises used to carry out economic activities mainly based on product orientation,but now they have transformed into enterprises’ strategic deployment mainly based on customer orientation.The development of enterprises cannot do without customers,and customers become the ways and resources for enterprises to gain profits.The concept of CRM is derived from how enterprises acquire,maintain and develop customers.According to the 80/20 rule,20%of customers generate 80%of profits.We know that different customers have different impact on corporate profits,and different customers reflect different customer value.Therefore,in order to make enterprises develop better and better,enterprises should make good use of customer resources.The resources of an enterprise are effective,and the enterprise hopes to get the maximum return by investing less resources in customers.Therefore,how to evaluate customers and select valuable customers needs to be solved urgently.Valuable customers for the enterprise to bring profits,how to clear the value of customers,how to select customers?Hence the hierarchical management of customers.This paper takes A jade mattress enterprise as an example.A jade mattress enterprise has been operating for more than 20 years with complete production equipment,advanced production lines,production technology and hundreds of senior technicians.Products include jade mattress,tomalin germanium stone mattress,bian-stone mattress,cushion,physiotherapy pad,belt and other series.A jade mattress enterprises to undertake the business of retail,wholesale and OEM processing.However,at present,the mattress industry of A jade mattress enterprise is in the mature period,with thin profits,serious product homogenization and great competitive pressure.In order to improve competitiveness and gain more profits,A jade mattress enterprise urgently needs to maintain existing customers and develop new customers.However,at present,A jade mattress enterprise USES ABC customer classification management method to calculate the cumulative ratio according to the size of customer transaction volume.Such customer hierarchical management is not systematic and scientific,and does not consider the potential value of customers.Therefore,customers with high potential value are likely to be lost because the enterprise does not pay attention to them and ignores the untimely input of enterprise resources.At present,A jade mattress enterprise does not have A scientific customer value evaluation system and customer classification standard suitable for its own enterprise characteristics,and cannot identify customers with high potential value and implement scientific management strategy.Then how to evaluate the enterprise customer value of A jade mattress,and how to grade customer management is the problem to be studied in this paper.In this paper,combined with A jade mattress enterprise’s overall strategy,operating conditions,the customer,the classification of customer value management research A jade matttess,summarizes the influence of A jade mattress index of enterprise customer value and build customer value evaluation system,to evaluate A jade mattress enterprise customer value,the results of evaluation after the customer current value,potential value for classification quadrant of the two-dimensional subdivision model,and the classification management strategy is given.The present value and potential value of enterprise customers of A jade mattress are analyzed from the subjective and objective aspects qualitatively and quantitatively in the customer lifetime value evaluation system by using AHP.By designing different management sehemes for the four quadrant eustomers,A jade mattress enterprise customer classification managemeat is realized.A jade mattress enterprise’s customer grading management and enterprise overall strategy complement each other,its purpose is to promote the sustainable development of the enterprise,its research i5 of great signifieance;It also provides reference for other enterprises in the jade mattress industry. |
