Research On The Customer Value Of Dynamic Automobile Marketing E-Business

With the wider application of the theory of value management, the research of enterprise customers value has abstracted more and more researcher's notice., but the research of that is still at the primary stage because of its calculation and evaluation method. To solve the calculation and evaluation problem of automobile marketing, at the first time, this paper has made some research from the perspective of service consumption. Firstly, the paper has summarized the theories and methods of customer value research, compared and analyzed the research status quo of research at home and abroad. Secondly, this paper has set up a customer value evaluation method of automobile marketing based on the customer consumption, and researched the individual customer value and groups customer value based on those methods; in the end, this paper has analyzed the customer value optimization method of automobile marketing. To sum up, mainly research works has included as following:Based on the traditional research, firstly, this paper has analyzed the concept, network and surrounding of automobile marketing, and showed the research feasibility from technology and data aspects. Secondly, the paper has analyzed deeply the service consume process and its cost of automobile marketing, and we have confirmed that any activities of network consume has certain value, while this kind of value is the mainly part of service consumer's value. Thirdly, this paper has studied on the product process and its cost of service provider. Based on the two processes, we have considered that it has a consume-value-balance between the service consumer and the provider. From the balance, we get the service consumption, which could build a platform to calculate the value of dot-hit, transaction and data exchange. Based on this platform, this paper has built up a customer-value-evaluation method of automobile marketing and application result showed the method could solve the loss of value of customer value calculation effectively.Based on the calculating of Service Consumption, the paper has built up an individual customer value model of automobile marketing. In addition, the model has got deeply research of three aspects:customer retention rates of multi-consumption, the future potential service consumption calculation and the life cycle forecast of individual service consumer. The result of application has showed:the customer-retention-rates calculation of multi-service products consumption is fitter to the fact; the method of time series analysis could enhance the precision by 30%-50%; the result of "adding dormancy time" was more true to the actual case of automobile marketing.This paper has proposed the concept of Customer Groups Value of automobile marketing at first time, and analyzed its composition deeply. To describe the service consumption behavior of automobile marketing, the paper has gotten the CBMG method, analyzed the arithmetic of classification and gotten the customer groups. To gain CGV, we have deeply analyzed the value from Customer Groups to service provider based on distance, and confirmed that the shorter the distance of customer and service provider, the bigger the Customer Groups Value, on the contrary, the smaller the value.On the automobile marketing, the optimization of space position and content of service products could balance the service time of service consumer effectively. Moreover, got the most entropy of service time in the customer groups, enhanced the whole value of customer groups, shorten the distance between the customer and service provider, and optimized the customer value in the end.The paper has mainly researched the individual service consumer value of automobile marketing by the calculating of Service Consumption, we have gotten mass activities of transaction and non-transaction into customer value, built up accordingly calculation and evaluation method, and solved the problem of "value lost" effectively. In the end, this paper has validated its applicability by the comparison analysis with traditional methods of an actual application.