Customer Value Evaluation Study Of New Retail Company A

As more and more homogeneous products appear in the market,the marketing focus of the company has gradually shifted from products to customers.With the rapid development of Internet technology,the customer's consumption scene has also converted from offline to online.As an example of new retail,company A integrated online and offline scenes in 2016,which innovated logistics,payment scenarios and established a membership retail form.At present,company A has a strong demand for customer value mining.Based on the introduction of theories related to customer value evaluation,this paper firstly analyzes the current situation of customer relationship management of company A and points out the problems existing in this part,including lack of integrity in customer relationship management systems,short of valid data and the exploitation of customer data.Also,this paper explores the necessity of customer value evaluation of company A.Secondly,based on the widely recognized evaluation index system of customer's current value and potential value,this paper selects six indicators of customer comprehensive value evaluation based on the company's data status.In this paper,Analytic Hierarchy Process(AHP)is adopted to determine the weight of each evaluation index.Through the collection and standardization of customer data,the measurement of customer comprehensive value evaluation index is made.Thirdly,this paper subdivides the comprehensive value of customer samples and obtains four types of customer groups.Through analyzing the characteristics of each customer group,this paper finally puts forward targeted strategies to improve customer value in order to achieve precision marketing.