Research On Customer Value Of Brand Garment Enterprise

With the optimization and upgrading of the apparel industry, the wide dissemination and communication of international fashion culture, our country's apparel market has entered a new period of internalization and diversification, in which competition becomes increasingly fierce. In order to maintain competitive advantages, the brand garment enterprises of China begin to focus on customer needs. The customer-oriented idea of business management has attracted more and more attention. Meanwhile, the development of information technology become a booster from the theory of calculation, segmentation and identification of customer value, to the practice of enterprise, while making closely and two-way communication between the brand garment enterprises and customers. Customer value became the basis of business decision of the brand garment enterprises.The paper studies the customer value from the aspect of brand garment enterprise. Firstly, the paper divides the customers of brand garment enterprise into the ultimate customers and distributors'customer after analyzing the development trend of brand garment enterprises and the necessity and steps of customer segmentation. Secondly, the paper analyzes the customers of brand garment enterprise from two aspects of the current value and potential value. Thirdly, the paper establishes the evaluation index system of the ultimate customer value and the distributors'customer value of brand garment enterprise, and gives the dynamic customer identification and empirical research. Finally, the paper puts forward some policies for value retention and increase of the ultimate customers and the distributors'customers.