Development Of Customer Value Evaluation Model And Its Application

In this era of global integration in twenty-first Century,how can enterprises gain competitive advantage and continue to maintain this advantage in the global competition? Multinational electronic manufacturing service providers continue to expand the market with their strong marketing capabilities and customer service capabilities while many local electronic manufacturing enterprises are constantly losing customers due to their weak ability on customer value creation.So,for the local electronic manufacturing enterprises,how to create superior value for customers,and to realize the win-win situation with customers,also to maintain a sustainable partnership in the fierce market competition,has been increasingly concerned by the electronic manufacturing enterprise.In theory,although there are many studies of customer value,but in all these studies,the main bodies of study object or evaluation still are mainly individual consumers.And these studies are about the consumer's perceived evaluation about the value of the manufacturer's products,rather than the manufacturers' evaluation and conclusion of how the consumers have created the value for them.Based on this,this paper attempts to take the electronic components manufacturing enterprises,in which the author is working in,as the object,to explore and develop the evaluation model of how customers create value for the electronic component industry,and focus on the application of this evaluation model in the electronic manufacturing enterprises' marketing activities.In details,based on the theory of customer value and the full analysis of domestic and foreign related research results,combined with the current situation of China's electronic components industry marketing and customer management,this paper will further explore how electronic components manufacturing enterprises should evaluate the customer value and develop its evaluation model.Then to take FH Company as a case,through the application and analysis of customer value evaluation model,explore and point out the existing problems in the electronic components industry in customer management,and to further design a set of overall customer relationship management strategy based on customer value.For example,through the timely control of customer information,customer demand,to improve customer satisfaction and loyalty by offering differentiated service and value-added service.On the basis of customer first management idea,the manufacturing enterprises should improve production efficiency,reduce costs,and improve enterprise's market competitiveness.Also the internal management of the company also needs to take this customer first concept into consideration and to further implement the reconstruction of organization and business process as well as the modernization of information system so as to support customer relationship management system.4.The results show that,through the establishment and implementation of the customer value evaluation system of its own industry,FH Company can reduce the cost in logistics,business costs and human resources,which is equal to gain good economic interest.Moreover,FH company enjoys a huge economic success from the improved the product profit margins which was gained by reducing the orders from low value customer and increasing the orders from high value customers.FH Company makes resource allocation according to customers' different values so as to shorten the delivery time for key customers.By doing this,FH Company creates new value for customers,improve customer satisfaction,and enhance the image of the enterprise,set up a good brand image,which has greatly enhanced the company's competitive strength in the market.In short,the research of this paper has very important sense for marketing by guiding the electronic components manufacturing industry to identify and weight the highly valuable customers as well as developing and improving customer relationship management strategy according to different indicators.