Key Customer Releationship Management Based On Customer Value Evaluation

Nowadays, with the rapid development of the global economy, the competitionbetween enterprises is growing, enterprise’s business environment has also undergonetremendous changes, customers who in the business transaction produced fundamentalchanges and no longer be passive recipients. Customers are the key asset of enterprisesas well as the focus of market competition, the relationship between enterprises andcustomers being strengthened and customer relationship management became the mostimportant elements which help enterprises to measure the general competition andknowledge it’s ability.Customer values is the core of customer relationship management, in thelifecycle of customer development, maintenance and sustain development, judgment isalways the key issue throughout the whole process.Comes to customer value, we have to think that, for the enterprise customers howto create value, while we have to take into account the business and be able to givecustomers the benefits. So we can understand the customer value for the above twodifferent levels of content. In this thesis, we will mainly discuss on the value createdby customers for enterprises, the object is A semi-conduct company which is asemiconductor manufactory located in Austria.The mainly discussion of this thesis will be as follows: in the first place, byamply discussion on the background and theory about key customer relationshipmanagement, summarizing customer value evaluation methods. We will alsoresearching the customer segmentation, analyzing the current condition and necessaryof KCRM’s emergence, at the same time, customer value evaluation with the customersegmentation will be in-deep discussion as well as its model research; secondly, bydefining some correlative concept, set up a model of evaluation of KCRM; thirdly,analyzing the current situation of customer management in A semi-conduct company,elaborating the theories of customer value and the current way to do the research;finally, through analyzing customer segmentation theory with some measurement ofKCRM practical.By presenting the customer value evaluation method and customers segmentationmodel, the thesis aims to help enterprises evaluate and segment customers of the enterprises more effectively, so the enterprises can recognize its very importantcustomers and build different marketing strategies for different segmented customergroups, achieving the goal of receiving maximum revenue with minimum cost,furthermore improving the overall competitive ability in semi-conduct market.