Research On Private Customized Customer Relationship Management Of J Textile Company Based On Customer Lifetime Value Theory

In recent years,restricted by many practical factors,China’s textile industry has entered a post crisis era.The overall economic benefits of the textile industry are not satisfactory.Under the current situation,China’s textile industry is facing unprecedented difficulties.For small and medium-sized textile enterprises,they not only have to resist the difficult environment of the industry as a whole,but also have to resist the economies of scale advantages and strong brand influence of large enterprises.Of course,those small and medium-sized textile enterprises are struggling in a difficult situation.For enterprises,classified management of enterprise customers from the perspective of customer segmentation is an effective way to reduce enterprise costs,improve enterprise operation efficiency,and finally enhance enterprise competitiveness.Taking all of the above into consideration,this research involved J textile company,a textile enterprise in Jiaxing that provides fabrics and ready-made clothing products for large domestic garment brands,as an example,to discuss its customer relationship management.To be specific,this research constructed a set of index system for the lifetime value evaluation of private customized customers of J textile company according to the analytic hierarchy process(AHP),and objectively evaluated the lifetime value of private customized customers of J textile company.On this basis,this research completed the customer segmentation of different private customized customer groups.Specifically,according to the scores of different customer lifetime value,the private customized customers of J textile company are divided into the following four categories: core value customers,potential value customers,medium value customers and low value customers.Targeted at different types of customer groups,the research put forward different optimization schemes for customer relationship management of J textile company.At the same time,the effect of customer relationship management in J textile company after the implementation of customer lifetime value assessment based on AHP method is reviewed.All in all,this research provided some references for the future customer relationship management of J textile company,and is of some help in the effective improvement of the quality and efficiency of customer relationship management of J textile company.