B2c E-retailing Site Customer Value Research

21st century is the information times with network as the core. Electronic commerce has gotten swift development in the sphere of whole world based on the great incessant progress made in network communication technology and computer science. As an new shopping channel, E-retailing can offers abundant goods information, breaks through the space-time demarcation line and communicate with the customers in whole world real-timely, realize individualized marketing, and can deliver the digitized goods in real time.But it can see there is still few absolute quantity of China B2C turnover. The B2C scale has greater disparity with the developed country, and face C2C keen competition at present. Though creditable, paying, logistics and relevant policies, etc. influence the development of B2C, with settlement of those factors, a lot of scholars mention how e-commerce website serve the customer better, is an urgent problem to promote its fast development.The E-retailing website should pay attention to most valuable customers, throw in limited resources in the loyal cultivation and valuable customers, and set up the long-term win-win relation with those. Customer lifetime value, abbreviated as CLV is already as the standard of differentiating customer's value. But under Internet's background, a series of changes are taking place in consumption idea, consumption pattern and consumer's status. Those produce enormous impact on the theory and method of CRM, and online customer lifetime value have some new characteristics.Because of this, First, we introduce the present condition about Chinese E-retailing, and the necessity of customer value analysis. We focus on how to calculate customer's potential value. Then we use mulitivariate Probit model to build customer potential model and test the model's validity. Finally we present an application of this methodology in the A industry. We also discuss the market segmentation and market strategy based on customer present value and potential value. By the application in the E-retailing website, it shows that it is helpful for website's CRM using.