Study On Customer Value Evaluation Based On Its Grade

With the concept of customer-orientation in the marketplace established, customers have become the focus of the enterprise, Customer value strategy has been the important part of the customer-orientation enterprises development strategy, and been regarded as the next source for competitive advantage. Therefore, the customer value also has become a hotspot on the international business management fundamental research and the practice application. The grade is a key character of customer value, grasping the grade of customer value is an essential condition for the evaluation of customer value. However, the major part customer value appraisal has not considered the customer value the grade characteristic. This has caused the disparity of the theory and practical. Therefore this article will establish the customer value evaluating indicator system from the customer value grade's angle, and carries on the synthetic evaluation. In order to help the enterprise grasp the change of customer's demand, and effectively carries on the value promotion and the innovation, thus establishes and maintains the competitive.advantage.First of all, the article summarizes and analyzes the actual international literatures of the customer value, and discusses the primary customer value theories and models. the article analyzes the customer value grade research condition and the rationale. After that, The article proposes the evaluating indicator system of customer value which based on the grade, by evaluate the weight of every value dimension and the measurement of the value point. And then, this study has selected the cell phone customer value evaluation of college students as the research object, and has obtained customer value of two cell phone's brand and the weight of every value dimension. Finally, the article proposes the promotion strategy of the customer value.