Analysis And Evaluation Of Customer Value In E-Commerce

The wide application of technologies of computer, network and modern telecommunication in commercial fields brings forth electronic commerce, a brand-new commercial mode, which leads to a deep revolution in business management model by bringing new profit growth points as well as severe competitions to the enterprises. With the shifts of enterprise operation model from product-centered commerce to consumer-centered commerce, it has made consumers one of the most important resources of profit-making and competition superiority, which requests the enterprises to orient their strategy and behaviors of marketing to the demands of consumers, and esteems this principle a direct embodiment of consumer value. However, some enterprises may find in research that no matter how well they have satisfied the demands of their consumers, yet they can hardly obtain any profits from the consumers or even will be eroded by some of them. Therefore, the enterprises will be well advised not to blindly meet the demands of their consumers. Instead, they need to make a choice among their potential consumers, which demands an analysis of the value of a consumer.The present paper analyzes and evaluates the consumer value. At first, the author offers a general introduction to the research background, purpose, significance and present situation of relevant research. Then, with an analysis of the characteristics, behaviors, extent of satisfaction and life span of consumers, he gives a brief account of the development of research on consumer value theory on the basis of general value theory. He is also dedicated to a detailed discussion over the consumer value under the circumstances of electronic commerce, in which, after analyzing the relationship between the consumer value and the strategic goals of e-commerce in the enterprises, the author attempts to define the value of consumer in e-commerce model and expound its six features. Accordingly, the author further classifies the value of consumers into six aspects, which comprise an enterprise consumer value evaluation index system in e-commerce mode. The last part is an evaluation of the consumer values in e-commerce mode, in which the author analyzes the principle and purpose of consumer value evaluation by means of the statistics of the relevant questionnaires, an approach of value-index-based consumer value evaluation and AHP. He designs and calculates the weight of all the factors in the given system, offers a positive research on the validity of the system and an all-around evaluation of consumer value. This paper resolves the problems of the distinguishment of the customers and the judgment on the consumer value. It provides the basis of the management on the customers and strengthens it for the enterprises. The paper analyzes and evaluates the consumer value horizontally. And how to conduct it vertically is worth researching and developing.