| Nowadays, the customer relationship management theory and method are becoming increasingly widespread concern by more and more enterprises, the customer who has become an important resource of enterprises are the foundation that the enterprise survives and develops. Enterprise vigorously develops the customers, and building long-term good stable customer relationship is an effective means to improve the competitiveness of enterprises. But the development each customer cost is not identical, the value of customer to the enterprises is also differs. The core of Customer relationship management is customer value management, how to determine, attract and retain the valued customer is the concerned question of the enterprise managers'.Therefore, the enterprise which wants to get high value for the customer must analyze customer value, and known that they can bring how much value to the enterprise, then subdivide customers. Enterprises should take limited resources to the most valuable customer, develop and maintain the good relationship with customer that realizes the profit maximization of enterprise.Based on the above ideas, the main contents of this research mainly includes the following aspects:first, reviews the definition of customer value and customer lifetime value and the research status, analyze the present situation of research insufficient, get the starting point and the direction, the starting point of this thesis is the enterprise as a feeling of main body, it is the direction that to calculate the customer lifetime value Secondly, analyze the current customer value evaluation of the Beijing FX technology Co LTD which stains in the streaming media industry. Then actuality established Current customer value evaluation system that it will use for the company, system construction mainly the following four aspects:firstly, the analysis of the constitute factors of customer value. Second. build the assessment model that it is easy to implement and accord with the actual.Three. introduce the model evaluation method that is analytic hierarchy process. which provide rational power for every index model.Four, creaie a new customer segmentation method that is based on the customer value.Again, the purpose of this study is can be used to guide the company management activity, to the evaluation system application research, it is concluded that the new customer value evaluation system have effect for effective evaluation and customer subdivision. according to computation of different value for the customer. the company should subdivide the different customers according to customer value.then take some development strategy to put forward customer value; Finally, if a good methods and results can't impel and guide the practice activity, that can't manifest the value of research according to the problem that I have worked in this company, how to ensure the implementation of customer value evaluation system,Ⅰproposed my own view, it is my hope that the company managers can play attention to the evaluation system, and then the evaluation system can be smoothly implemented.Anyhow, according to the actual situation of the business enterprise established the customer value evaluation which is suite for this enterprise, conclude conform to the enterprise's basic situation, at the same time it is provides certain theoretical reference and practical application value for enterprise's customer value management. But with the rapid development of the industry, enterprise gradually grew and customer demand variability need particular problems to treat. it is provide an accurate analysis platform for enterprises which will being perfecting evaluation system... |
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