Shenzhen Tobacco Customer Value Evaluation System Design And Research

The customers is the base of enterprises and the root of enterprises development. Tobacco is special consumable. Monopolization system of imposing high tax to prohibit is now used in the tobacco industry. The market tropism and internationalization of the developing economy would make China tobacco industry to be confronted with dramatic market competition, and also brings forward a sever challenge to the actual monopolization system of China tobacco industry. This thesis mainly studies in the special background of the tobacco business, how the companies in this business develop their study of customer value and promote themselves in the competition.This thesis emphases on the discussion of Shenzhen Tobacco's customer value, and establishes a omnidirectional and multidimensional standard of customer value evaluation system, evaluates customer value by current value and potential value, uses level analysis method to bring reasonable weight for each factor in the guideline system.In this thesis, relevant data of two thousand one hundred and eighty customers of Shenzhen Tobacco is collected and organized. The current value and potential value of the customers are evaluated using the standard of customer value evaluation system mentioned above. According to the different current value and potential value, the thesis divides the customers in to several different types using clustering analysis method, analyzes the typical customer, and establishes different customer management strategies according to different types of customers.