Analysis And Evaluation Of Customer Value In E-Commerce

The emergence of E-commerce goes hand by hand with the widely application of network technology, communication technology and computer science in the business field. On the one hand, the new environment of business leads to greatly adoption of the business mode of enterprise, which not only brings about new profit to the company but also intensifies the competition degree among companies. On the other hand, with the transformation from the seller-based market to the customer-based market, the administration of enterprise has changed from the product-based mode to the customer-based mode. Customer has become into important resources of gaining profits and the competition advantage, which is the direct indication of customer value. The paper surveys the customer, customer value and its evaluation in the E-commerce surrounding.The paper is divided into 4 sections. The first section is introduction, which introduces the background, target and meaning of study. The situation of nonce study is also indicated. The second section analyzes the customer in E-commerce. The meaning of customer is defined strictly. Then, this section surveys the characteristics, behavior, satisfaction degree and loyalty degree of customer ,and the customer life cycle in the E-commerce surrounding. The third section deeply studies the customer value in E-commerce. According to the normal value theory of marketing, the development of value theory is analyzed briefly. Then, the paper gives the definition of the customer value, advances six specialties of it, departs customer value into six aspects, and analyzes the lifetime value of customer and its influence sector. The fourth section evaluates the customer value in E-commerce. The paper first analyzes the principle and target of the evaluation. Based on the main methods of the evaluation of customer value nowadays, the paper builds a new index system of evaluation, and generates the evaluation method of customer value based on the value index. At last, the paper evaluates the customer value lengthways and crosswise combined with the evaluation method which is based on the customer life cycle profit.