Study On Customer Value Oriented Marketing Strategy Of P Company

After over 30 years' rapid development of the China's market economy,customer resources for a successful enterprise has undoubtedly become a foundation to the enterprise which can survive the fierce market competition and grow up.The Views of the client is God and Customer is the source power of enterprise survival and development have been widely recognized in various lines of practice.Under the guidance of these views,a few enterprises do not hesitate to compromise with the "God" without principle,participate in cruel price competition in order to get customer orders,seize market share,increase production scale and so on.Although they have received a lot of orders,but only to found that the company often does not develop smoothly,development and growth is not possible to talk about.More and more enterprises begin to realize that not all "God" can bring benefits to enterprises.Customers also need to be subdivided and managed.Only those customers who are valuable to the enterprise are worth allocating more resources to serve it.Based on the theory of customer value and taking P company as an example,this paper puts forward the corresponding resource allocation strategy by evaluating and subdividing the value brought by P company's customers.P company is a professional surge protection manufacturer and a surge protection solution provider founded in 2013.The company currently employs about 200 people and has an annual sale of about 100 million RMB,a typical small company.The company combines the British Smiths Group and the United States advanced and reliable technology,and on this basis to improve the design and production process,to provide customers with high-quality and competitive advantage of surge protection products.The company's customers are in the telecommunications,rail and new energy and ect.The main contents of this paper include the following points: Firstly,the research status of customer value,customer segmentation and customer value evaluation methods at home and abroad are briefly introduced and elaborated;then,the current marketing situation of P company is analyzed and the idea of comprehensive evaluation of customer value from three dimensions of customer current value,customer potential value and customer loyalty is put forward.The company's customer value evaluation system;then,according to this evaluation system,the customers are subdivided into different groups;finally,according to customers subdivision,the corresponding service strategy optimization scheme is proposed to help enterprises identify high-value customers,and enhance the profitability of enterprises from the aspect of customer value management.The analysis methods and conclusions adopted in this paper are also applicable to some other small and medium-sized enterprises.