| With the global economy and the unifying service, the customer resource will be the important resource in the 21-century that the enterprises will compete for. How to manage and evaluate the customer resource will be the core of the enterprises' marketing work. The emphasis and core of this paper including two parts, the first the evaluation method of customer value is set up, and the second the enterprise marketing resource is allocated effectively on the base of analyzing the customer value.The means of the customer, the means of the customer value, and two old methods of calculating the customer value are discussed and analyzed firstly in this paper. On the base of above-mentioned, two methods of evaluation customers are brought up. The first is the method of absolute evaluation, which is the customer profit contribution rate to evaluate the customer value. The second is the method of relative evaluation, which is to put up the evaluation index system of customer value. The fuzzy mathematics to calculate the index point is applied in the paper. The theory of marketing resource is discussed in detail, and the enterprise marketing resources budget is made into two parts, that are the fixed marketing resource and variable marketing resource for developing the new customers and maintaining old customers. The enterprise fixed marketing resources are made into three parts, which are the enterprise layer, the area layer and the customer layer. According to the customer marginal profit contribution rate and the customer marginal value make the area layer or the customer layer marketing resource decompose into every customer step by step. Lastly the main customer resource of the enterprise A of ShiYao Group is calculated and analyzed in this paper, by according to the rights and weights of the customer value evaluation indexes system. With the result of the analysis, the enterprise's marketing resource is allocated effectively, that gives the enterprises a guide method. |
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