Customer Value Evaluation And The Application On EM Corporation

With the development of technology and arrival of information era, theenvironment faced by modern enterprises has been changed a lot. Advanced technologyhas greatly shortened product life cycle，and information globalization has changed thetraditional trade and communication mode. Continuous downturn caused by Europeanand American economic crisis has changed the global economic pattern.The worlddemand is shrinking,and the competition among enterprises is intensified, so customerresource has become a hot spot for enterprises.The relationship between enterprises andcustomer is changing, as customer resources has become an important intangible assetof enterprises. Therefore, how to identify customer value and to segment customer intocategories has become an urgent problem to be solved by modern enterprise.In the increasingly competitive business environment, only has the high qualityproducts is far from enough for enterprise. How to use good customer relationship toenhance product value is the key factor.Therefore, the service quality is the importantelement to determine enterprise’s success. In the new CRM, customer is not only theproduct owner, but also the service owner. How can we provide best service to valuablecustomer so that it can enhance corporate brand image and increase corporate profit? Inthis thesis, we will study the value of customer for enterprise, and to build a set ofeffective evaluation method as basis of the differentiated marketing strategy forenterprises.Firstly, to establish the research direction of this thesis based on the summarizingof customer value and customer segmentation theory, as well as analyzing the currentresearch status of customer value and its problems. Secondly, to create a comprehensivecustomer value evaluation system, which not only according to time frame but alsoaccording to measurable and non-measurable factors. And then to establish the customervalue evaluation method--fuzzy analytic hierarchy process(FAHP),with specificevaluation procedures.Thirdly, we take EM corporation as research object, to calculateand analyze the sampling customer’s value, which proves the effectiveness of customervale evaluation system. Fourthly, to provide differentiated marketing strategy accordingto the customer value evaluation result in EM corporation.Lastly, to point out thedeficiencies and limitation of this thesis, and to put forward the prospects for future research.This thesis aims at assisting enterprise identify valuable customer through thestudy of customer value, improving customer relationship management so as to providea differentiated marketing strategy. Only by understanding the needs of customers andrecognizing the value of customer, enterprise can carry out the different resourceallocation and CRM strategy.Only by investing on the right customer, and establishlong-term mutually beneficial cooperation relationship with customer; enterprises canwin more market share.