A Study On The Customer Value Measurement Based On The Perspective Of B2C Platform

In the21st century, the world has entered a Internet information age, e-commerceis in fast development in China and worldwide. B2C e-commerce which is differentfrom the traditional offline business model, provide customers with vast amounts ofinformation products and services. It breaks the time and geographical constraints, has aprice advantage and communication with customers who come from different places atany time. It can help managers to implement personalized marketing.Customer value is an important branch of the current customer relationshipmanagement research at home and abroad, but also one of the core concepts. In order tohelp the B2C platform enterprise customer value measurement be more accurate and todistinguish between the effectiveness of different customer value more comprehensively,we propose a model of reputation RFMIS value generated added customer onlinereviews, then RFMIS model is applied to the management of customer segmentation.The full text of the work done specifically in the following areas:Firstly, introduces research status on customer relationship management andcustomer value measurement at home and abroad, and introduces some studies on wordof mouth effect impact on customer value. Also introduces relevant theoretical researchabout customer relationship management, customer value, online word-of-mouth valueand customer segmentation.Secondly, propose improved RFM model based online word of mouth. As scholarsdepth model for measuring customer value, customer behavioral considerations areincreasingly in line with the daily, the proposed model makes more and more perfect.Nevertheless, this paper considers the existing research on the value of the measurementstudy conducted B2C customers ignoring the value of online reviews mouth behavior.Brought on three types of customer value in the measurement model to compare andselect the RFM model-based model, the use of Influence and Satisfaction to measure thevalue of customer online word-of-mouth, improved RFM model can only purchasevalue measurement limitations. In this paper,8394Amazon’s Chinese site customer data,based on the application RFMIS model to indirectly measure customer value by usingthe coefficient of variation method RFMIS five indicator variables are weighted to give the customer value.Finally, the purchase value and the value of the customer online word of mouth isthe dimension of the sample customer subdivided into four categories of customers, andmake the corresponding marketing management approach according to thecharacteristics of each type of customer, with a view to making the value of differentcustomer are able to maximize.