The Growth Of Empirical Research, Based On Customer Potential Value Of B2b Customers To Buy

In the era of intensely competition, enterprises have no choice but to win the most valuable customer to survive and develop in the fast changing environment. Thus how to evaluate customer value and its potential value becomes one of their key concerns. This dissertation discusses the relationships among customer potential value, its influential factors, and buying growth in order to make clear the internal functionary mechanism and to improve customer value management.This dissertation starts with the review of abundant literatures and summaries the concepts of customer value, customer potential value and credit management. In the meantime, it generalizes ways of how to evaluate them and their descriptive systems, as well as the deficiency of current research on relationships among them. Then, it analyzes the function and relationship between customer credit risk and potential value, figuring out that credit risk is of vital importance to the realization of customer potential value, including all ingredients like up-buying, cross-buying and new customer-referring.On the basis of theoretical analysis, it puts forward the model, 'Influential Factors-Potential Value-Buying Growth', and hypotheses of empirical research. Influential factors of customer potential value are composed of customer's background information, attitude, and operational performance. And it has introduced customer credit risk into potential value. It makes interviews and investigations in Account managers of P&G and some Mini Markets of Anhui and Zhejiang Province, all results of which are analyzed by SPSS.According to the results of investigation and data analysis, several research conclusions are drawn and research model and hypotheses are validated. It points out that there is a relationship between influential factors and ingredients of customer potential values, as well as among influential factors themselves. With an eye to customer credit risk, it finds out that only part of those influential factors has an effect on real buying growth. There is remarkable positive correlativity between all indexes of customer potential value and buying growth. Despite the infection of multicoll-inearity, it forms a regression equation, the main component of which is real customer potential value considering customer credit risk.Besides, this dissertation proposes a customer management strategy via two dimensions of predicted buying growth (using regression equation predicted by customer potential value) and real buying growth. Meanwhile it also provides some advices for customer value management toward Mini Market in fast consumer industry.