Yield Management Of Small And Micro Enterprise In Tianjin Based On Customer Value Theory

The current international and domestic economic environment is unprecedentedly severe, so unlike giant companies, which have many resources, most small and micro enterprises face tremendous survival and development pressures. Research on small micro-enterprise revenue management problem is important; it can not only improve the management level of such enterprises, but also help enterprises to make long-term strategic business goals.Based on case studies and questionnaire survey, this paper firstly summarizes characteristics of small and micro enterprises, which contain11features, and then study management features of small and micro enterprise which can determine the customers’ existing value and potential value. Thirdly, through the way of survey questionnaire, this paper establish an evaluation system with eight customer value indexes, which are companies’ cooperating attitude, profit contribution rate, cooperative time, customer satisfaction, transaction history and continuous trading. With the above eight indicators of small micro-enterprise customers valuation and the current value and potential value which these eight indicators reflect, this paper modified four customers business strategies. Finally, take an actual case as an example to test the study, and the result is good.In a word, this paper establishes a customer valuation system based on yield management and this system is proofed to be a practical significance for small and micro enterprise managers.