The Study On The Application Of Customer Value In Chengdu Renhe Spring Department Store

With the rapid development of the social economic globalization and material abundance, the individuation trend on the consumption increasingly arisen.The luxury goods industry, as the subdivision of the traditional general goods industry, is also facing the more and more fierce competition. How to satisfy the individualized needs of the clients? How to distinguish the most valuable clients to distribute the limited human, material and financial resources effectively? How to keep the good relation with the clients to enhance their faithfulnesses? These are all urgent problems for the enterprise. Actually, the competition of the market is the competition of the clients' resources. But not all the clients are the excellent, some are the meager profit clients even the profitless clients. It is come down to qualify the lifecycle value of the clients, the great valuable clients are the key resource for the enterprise. The article takes example for Chengdu Renhe Spring Department Store, the subdivision based on the quantification and analysis of the lifecycle value for the clients, has some practice sense for the clients' research of luxury goods industry.The paper has used the method which the standard research and the case research unifies, by the standard research primarily, argues vigorously achieves the theory and the practice unifies, enable the research to have the feasibility. The paper first introduce the correlation background such as selected topic background, the customer lifetime value theory background and so on, elaborated afterwards has carried out the necessity of customer value theory, reviewed the research present situation of domestic and foreign to the customer value theory, then carried on the elaboration one by one on the customer value theory variable and the life cycle stage. Studies the domestic and foreign customers lifetime value theory in the comparison in the foundation, this article has selected the RFM analysis method to the customer expense habit like the expense frequency, the expense amount and so on to carry on the analysis, and unifies the DWYER law to carry on the computation to the customer lifetime value. The article takes Chengdu Renhe Spring Department Store as the example then, the RFM analytic method and the DWYER law application has conducted the real diagnosis research, carries on based on the customer value to the customer subdivides, and proposed subdivides the customer resources disposition and the maintenance strategy based on the customer value. This article through the excavation of the value customer to the enterprise, serves for the application guide for the clients' service for the enterprise, also has the certain practical reference value to the luxury goods profession marketing practice. Finally the article discusses the implement of the customer value theory which carries out the organization foundation, the technology base and the difficulty to carry on the elaboration, and proposed the corresponding countermeasure analysis.Since the too low devotion of IT for the enterprise leads to the low information degree, the clients' original data picked is limited. Because of the limitation of the enterprise system data, the article can only use the basic data including the consumption frequency and the consumption amount for the member clients of Renhe Spring Department Store, can not do the further research of the special consumption predilection for the member clients. With the constant expanding of the enterprise and the improvement of the information degree, the analysis for the member clients will be more and more accurate so that can take different marketing strategy and customer service measure for different clients to enhance the maintenance rate and the faithfulness, to build the core competition to maximize the profit for the enterprise.