Research On Customer Value And Customer Relations

H Security Company is one of the earliest security companies in China. Now, it has gained full licenses. Xiamen B branch is the first batch of security sales offices opened in Xiamen. It accumulates many good customers after its ten years operation. But, more and more security sales offices opens, the competition between the security companies becomes more and more fierce, especially the competition of attracting good customers. Every security company is facing the problem of how to manage the effective customer relations to improve its competitive ability. Then, it can attract more good customers. This thesis focus on the research of customer relations and customer value, explaining the principle between customer relation and customer value in sales offices. Meanwhile, it presents the benefit of improving the management of customer relations through the measurement of customer value.The thesis use the method of case study, presenting relative theory of customer relations, introducing the theory of customer lifelong value in the view of enterprise, also the theory of customer value based on the point of customer; it introduces the background of H security company and its Xiamen B branch, analyzing the customer relation management and problems. A research on customer lifelong module of Gupta and Lyman is carried out, comparing the customer lifelong value and cost of each classified customer of Xiamen B branch. The view is presented that the customer relation in traditional marketing strategy is more restricted, it can’t realize the optimization of customer value and is lack of effective customer differentiation marketing strategy. The thesis gives a conclusive strategy of customer value, marginal benefit and customer acquisition and customer retention, aiming at improving the competitive advantages of B branch of H Security Company.