A Research On Value Chain Optimization Of Enterprise Customer

With the end of the transition to WTO in retail industry, retail enterprises inChina are facing increasingly complex competition, of which the key is customer.Thus, we should adhere to the customer value oriented to win the support and trust ofcustomers as well as to develop the proper enterprises.As a enterprise who directly provides customers with commodity service, retailenterprise produces packages mixed with goods, services and customer value.Customer value in retail enterprise can be classified into value chain of goods and thatof service through the analysis of consumer behaviors. Specifically, the value chain ofgoods is composed of the procurement of goods, packaging and storage, store sales,after-sale service, etc, and is ultimately achieved by the customers. At the same thatpeople purchase, the value chain of service is achieved by such internal managementprocessed as the internal service, the satisfaction of employees, and the externalservice. retail enterprises customer value chaining includes11areas, namely:Procurement of commodities,Quality management, Commodity combination, Brandmanagement, Merchandise valuation, Store designs, Relationship cultivation,Logistics, Field service, After-sale service, and Consultant&Training.Basing on thefuzzy optimization theory, this paper presumes that such11activities in retailenterprise can transform into customer value under a given coefficient, and gets thebest cost structure in the customer value chain and the direction of optimizing thechain. Besides, aiming at customer value, retail enterprise also constructs a fuzzylinear programming model, of which the constraints are marginal cost, total cost andsingle cost.Using a fuzzy linear programming model, the paper get the optimal solution fromthe analysis of each sharing of the value cost in the value chain of customers in retailenterprise. Through empirical analysis, we found that goods quality and reasonableprice accounts for most in optimal total cost. All these illustrate that retail enterprisesshould first attach importance to product quality and the cost of commodity prices.Only when the services and products are good and inexpensive can a company keep continuous operation and lasting vitality.