Study On Evaluating Of Distributors' Customer Synthetic Value

Along with the intense market competition, the focus of corporations'competition hadtransformed from market share to customer share which had been one of the key strategicresources for the corporations'development. The basic of different management of customeris customer value evaluation. Distributors aim to profit, in the value chain of manufacturingthey are in the backward position; they transfer what they have purchased to lower customersafter they processed again or not. And distributors contribute to the transferring of values andinformation between the corporations and customers. But now, the existing value evaluationon customer mostly developing on consumer customer, rarely on distributor customer. Alsotheir practicability is bad. So it is significative for manufacturing, whose products mainlydependent distributors, to establish an adaptable value evaluation system to distributors.Based on the theories and methods of customer relationship management, industryorganizational economy and marketing management and literature review on relevantresources, the paper set up the evaluation system on distributors, the indexes in which areselected from two sides: present value and potential value. In order to evaluate the presentvalue the paper distributes costs to customer level with ABC cost method. The customers'potential value depends on its relative perceptive value and future potential development. Theformer is the difference between relative perceptive profit and cost. The later is made up oftwo sorts of indexes, its operating ability and foreground of market expanding. In the paperthe potential value is evaluated with analytical hierarchy process. Base on the result ofevaluation, taking the potential value as standard the paper set up a disaggregated model toanalyze the different kinds of customers. For some of distributors needed further analysis thepaper give a second important analyze. Because of the dynamic trait of the distributors, thepaper uses the method of dynamic management. Concretely including evaluation ondistributors, analysis on value changing trend, and development of key capability, they are allbased on the information management of distributors. In the end the paper makes a demonstration research on the agents of the XL Company on perm and dyeing hair products.