The Evaluation Of Customer Value And Distribution Marketing Resources

The paper firstly defines the meaning of customer and customer value, expatiates the theory of customer value and factors what impact it in the field of related marketing. Considering that the enterprise cannot research the "customer-enterprise" value deeply, on the basis of that, the paper puts forward evaluating system of customer value in the enterprise according to value contribution, applies AHP to analyze weight of the indexes in consultation with marketing management and selling personnel of the enterprise and relevant experts and then exert clustering analysis and SAS software to classify the customers according to the current value and potential value, provide the strategies of the customer classification management. In addition, any resource is exiguity, including economical resource. This paper defines economical resource, puts forward the model of optimum distributing resource and utilizes the method of linear regress equation to get result, which to grope for a new method about calculating marketing expenditure.Finally, by collecting a great deal of data and the full use of theories and methods mentioned in my paper, the research of customers in a pharmaceutical Co.Ltd is a practice to illuminate the evaluation of customer value, which give corresponding answers and offers the enterprise a guide method.