The Study On The Evaluation System Of Customer Value Of Brokers In The Circumstances Of Electronic Commerce

The emergence of internet, electronic commerce, has greatly improved the efficiency of communication. The patterns of production, sales and consumption changed with it. The electronic commerce model breaks the traditional constraints of time and space, brings producer and consumer closer together. Brokers as a bridge between producer and consumer, their customer value constitution and features in the electronic commerce environment are different from the traditional market.Interrelated areas of customer value evaluation system research focused on end user or brokers in the traditional market, however, the customer value evaluation system of brokers in the e-commerce environment are not involved. In the electronic commerce environment, the costs, efficiency and scope in transaction have changed. For enterprise, the traditional customer value evaluation system of brokers, has not been suitable for the development of electronic commerce, it is urgent to build the customer value evaluation system of brokers in electronic commerce environment. The customer value evaluation system of brokers in the electronic commerce environment in the paper, provide a new development orientation, and is the development of customer value theory.The article consists of four chapters. Chapter 1 is the basis of the text, which introduces the research background and research purposes, review and comment customer relationship management theory and customer value research; chapter 2 outlines the impact of electronic commerce on traditional commerce and the characteristics of brokers in the electronic commerce environment firstly, then proposes customer value sources of brokers; chapter 3 builds a set of customer value evaluation system of brokers in the electronic commerce environment, which aims at the inadequacies of the troditional customer value evaluation system of brokers; chapter 4 classify the brokers from three aspects in the light of the customer value evaluation system: financial value, goodwill value and capacity value, then according to their different values, provide different retention strategies accordingly.The innovation in the paper are three aspects. Firstly, the article outlines the impact of electronic commerce on traditional commerce and the characteristics of brokers in the electronic commerce environment firstly, then proposes customer value sources of brokers; secondly, the article builds a set of customer value evaluation system of brokers in the electronic commerce environment, which evaluates the brokers from three aspects: financial value, goodwill value and capacity value; thirdly, the article classify the brokers twice from three aspects, that is, financial value, capacity value and goodwill value, this classification method can distinguish the brokers of enduring value, and implement customer retention strategy more oriented.