Research On Manufacturer Customer Management Based On Customer Lifetime Value

As the most important type of enterprise customers, manufacturer customers play an important role in the operation of market economy. Since the relation between enterprises and customers has been transiting from trade marketing to relation marketing, enterprises have to pay attention to both the customer current value and the customer lifetime value. Attracting and retaining the customers with the greatest CLV has become the cornerstone of enterprises development. Therefore, the manufacturer customer management research, based on customer lifetime value (CLV), is of great significance.Firstly, the domestic and foreign research literatures about CLV was summarized. The current research status of manufacturer customer management theory was reviewed. We then pointed out the limitations of previous researches, and brought forward the framework of manufacturer customer management theory based on CLV.Secondly, in order to further explore CLV definition, we defined the concepts of manufacturer customer CLV, current value (CV) and potential value (PV). After analyzing the characteristics of manufacturer customer and the current CLV evaluation index, we advanced the concepts of customer endogenous potential value and exogenous potential value and established the manufacturer customer CLV evaluation system.After that, we evaluated the manufacturer customer CLV with A-FA method (the mix of AHP, Fuzzy and Accurate). According to the outcome of the evaluation, we established the customer 3-Dimension segmentation model based on customer current value, endogenous potential value and exogenous potential value, and put forth the segmentation management strategy for customer relation development and resource allocation.In the forth chapter, by combining customer demand lifetime cycle and share of wallet, we built the manufacturer customer CLV mathematical model. Based on the model, the customer optimal acquisition investment model ( for new customer) and customer optimal retention investment model ( for old customer) were established, and the concept of customer competitivity was defined. Finally, we estimated the relation functions for customer optimal investment and customer competition coefficient, as well as for the maximum net profit and customer competition coefficient. In the fifth chapter, we studied the manufacturer customer credit risk recognition and the measurement of risk loss, and established the model of customer accounts receivable loss value and the model of ternary liner regression of accounts receivable loss rate. Based on these models, we built the customer CLV model and future value model which took credit risk into account. The customer credit risk rating method on CLV and the means to set customer credit-granting quota and term were developed. We conducted an empirical research by applying the theory of this chapter to a case enperprise, which verified the validity of the theory.Finally, we concluded this thesis and prosposed the future directions of research.