Research On The Analysis And Evaluation Of High Value Customer In Marketing Channel

Customer Relationship Management(CRM) emphasizes to build a long and steady relationship between enterprise and customer, treating customers differently according to their value. The high value customers are the core of business resource service because they are primary contributors of enterprise profit and have crucial function on the existing and development of enterprise. Managing high value customers scientifically can build a long, steady and better relationship between enterprise and the customer. This can enlarge the depth and extent of business, strengthen the trust of customer for enterprise, improve the loyalty of the customer, and enlarge the total profit including enterprise and customers, to realize the win-win finally. So this paper analyzes and evaluates the high value customer from two sides of consumer terminal and marketing network, according to the production circulation process in market channel. The primary research is as follows:First, in the consumer terminal, the customers are segmented by two dimensions of value forms and time list for different value; then the variability of customer is presented, and based on this, the high value customers are divided Actual Most Valuable Customer and Potential Most Valuable Customer; Finally, characters of the two customers group are analyzed, and the evaluation index system and evaluation models are built on the example of consumable marketing.Second, in the marketing network, the high value distributors and high value tradesmen are confirmed according to their value; then the value composing the two high value customers are analyzed; then the high value distributor evaluation models of monetary and non-monetary are built on account of the comparability of evaluation methods between two customer groups; finally, the practicability of the models is testified through a case.Finally, different policies of value retention and increase for high value consumers, high value distributors and high value tradesmen are presented; then corresponding marketing resource needed are analyzed, and the model of resource optimal configuration is built.