Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on the Customer Value Management of C Company

Author LiuDan
Tutor CaiShuQin
School Huazhong University of Science and Technology
Course Business Administration
Keywords Personal Care Cosmetics Customer Management Customer Value
CLC F274
Type Master's thesis
Year 2010
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The customer is the foundation that the enterprise survives and develops,which is the most important asset of the enterprise. It is very important that how do we create the value at the best and how do develop the customer relationship management effectively. But the mistake that it’s excessively emphasized that how the enterprise offers value to customer, choosing the valuable customer and manage and maintain the target customers, on the basis of which develop the enterprise healthily.Firstly,this thesis summarizes the conception and meaning of customer value management and customer relationship management. Secondly, in the light of study conclusions and practices on customer value management, it indicates C company situations of its industry, market management, it analyzes sales mode, customer value management process, strategies, sensitive factors related with customer value management, respectively from the macro to the micro. Thirdly, introduce C company market macro environment, analyzes market and product competitiveness. And based on the research of the situations and problems in C company, it analyzes competitive market and customer value management shortages. Finally, according to the current situations and problems, it analyses and studies strategical match and tactics, customer management promotion, customer value management practice, and even organizational system betterment, respectively. In the meantime, customer value measuring methods are established under customer value management strategies, and in order to deploy and carry out them effectively, organizational priority measurements are also advised, combine the customer value evaluation, management methods and business promotion closely and effectively.

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