Research Of The Evaluation Of Tongkun Company’s Customer Value

China is the world’s largest chemical fiber producing countries, accounting for more than half of the world’s total fiber, there is a big gap between supply and demand, China’s chemical fiber industry is structural overcapacity adverse situation. Chemical fiber industry raw product homogeneity, price transparency, with fully competitive characteristics. For the chemical fiber enterprises, downstream customers are hundreds of companies face dispersed customers still textile products manufacturer; upstream enterprise customers faced with financial strength of large state-owned enterprises or the world-renowned multinational companies. Enterprises should find ways to sell their products, but also our brains deal with a good relationship with the upstream customers, so the source will not be controlled by others, and customer value, especially customer lifetime value, incentives for businesses increasingly competitive environment, the survival of reality essential. If you are unable to value the customer effectively evaluate and measure, you can not maintain and develop effective customer, it is difficult to identify the real business of customer value and achieve optimal long-term customer value. Tong Kun Group is a textile raw material based industry manufacturers, the company has become the world’s largest capacity and output of polyester filament manufacturing enterprises, accounting for more than 10% market share in China, is the chemical fiber industry leading enterprises, as the business development, customer relationship management short board has become increasingly apparent, how to retain valuable customers, and customers for effective management has become a crucial aspect of the increasingly competitive environment Excitation Tongkun Group.Based on this, SWOT analysis and interviews by using the method of combining the status and market situation of customer management Tong Kun Group conducted a comprehensive presentation and analysis through SWOT analysis results suggest that future Tong Kun Group’s strategic focus is to change their choice weaknesses, especially a disadvantage in customer relationship management, and on this basis, from the perspective of the value of customer relationship management customers starting using existing scholars of customer value evaluation model and weight system, access Tong Kun Group, through questionnaires Internal staff engaged in related customer relationship management evaluation of Tong Kun Group customer value, using quantitative and qualitative combination of customer value to Tong Kun Group conducted a comprehensive evaluation, and proposes specific solutions based on the evaluation results and problems Measures to provide a reference for the future development of Tong Kun Group.The results show that customers value assessment Tong Kun Group is relatively low, especially indirect customer value, compared with the final outstanding in the same industry or other high-value enterprise customers are still large gaps. Nine indicators client direct and indirect value contained in the value, according to high and low scores were sort of customer credit, profit, customer life cycle, during the transaction, customer loyalty, customer relations situation, customer profitability, innovation-driven value, the value of word of mouth. Only nine indicators have customer credit, profit, customer life cycle reached a set standard pass or intermediate level, others are generally at a relatively low level, and which reflected the value of word of mouth to a minimum. According to a summary of the results of the qualitative issues, the presence of Tong Kun Group of customer value management a lot of questions, focus is reflected in: customer development costs are too high, profits are relatively low; market competition is relatively intense, leading to the existence of substitute products, customers easily lost; cause the later development of low-cost strategy drawbacks; easy to overlook the key customers; customer relationship management means backward and so on. Tong Kun Group customer value for the low and problems, the author proposes six concrete countermeasures in order to provide a reference for the development of Tong Kun Group, but this study also has certain reference value to other peer companies.