Research On Customer Value Evaluation And Customer Segmentation For Enterprises

With the coming of new economic age, the competition between enterprises isintenser, and the relationship between enterprises and customers is being strengthened.Customer Value becomes the focus that the enterprises pay attention to and theimportant factor measuring the general competitive ability of enterprises. CustomerValue contains the questions of two aspects: one is the value created by customers forenterprises;the other is the value created by enterprises for customers. The valuecreated by customers for enterprises is mainly researched in this thesis. Throughcalculating customer value for enterprises and segmenting customers, focus thelimited resources on the most profitable customers and maximize the benefit of theenterprises.The main contents of this thesis are followed. Firstly, summarize and analyzecustomer relationship management and customer value evaluation. Through analyzingthe present situation of customer value research, elaborate the reasons of building andoptimizing customer value evaluation method and customer segmentation model.Secondly, through analyzing customer loyalty, emphasize the importance of customervalue and present the calculating method of customer loyalty. Thirdly, elaborate thetheory of customer value and the existing research methods, analyze the insufficiencyof the existing research methods, present to evaluate customer value with the twodimensions of customer current value and customer potential value, and calculatecustomer current value and customer potential value respectively with customerprofitability and customer lifetime value. The calculating methods and evaluatingmodel of customer profitability and customer lifetime value are also presented in thisthesis. Then, analyze customer segmentation theory and the insufficiency of theexisting segmentation methods, build customer segmentation model to segmentcustomer of the enterprises, and supply some marketing strategies and resourcesdistribution schemes for different segmented customer group. Based on them, buildthe theory model, and present the win-win strategy between enterprises and customersthrough comparing the profit of the two parties under different conditions. Lastly,through the actual analysis of the users of S bank, prove that customer valueevaluation method and customer segmentation model presented in this thesis canevaluate and segment customers of the enterprises effectively, and help the enterprisesto recognize their customers and increase their ability of obtaining profit.