Company C Chinese market customer value evaluation system design and application
|Keywords||Customer Relationship Management (CRM) Customer Value Customer value assessment Analytic Hierarchy Process (AHP)|
With the trend of globalization is the increasingly rapid development of marketing from the seller's market into a seller's market to a customer-centric . Become the company's most valuable resources , differentiated marketing strategy to help businesses get the best possible customer base . Customer relationship management (CRM) has become a corporate marketing strategy and marketing system applications continued hot , evaluation is the core and foundation of the study of CRM and customer value . Firstly, genre and theory of the course of development of the CRM research and CRM analysis , and classified to establish the technical route of this research ; then combined in the literature on the basis of C Company G products, customers , and the actual market situation , from the customer's current value and potential value of the two established customer value evaluation system of C Company , established at all levels indicators weights customer value evaluation study using the analytic hierarchy customer base of Company C G products in China , the sort C ten typical customer value customers ; further use of cluster analysis of customer value evaluation data obtained were analyzed , the typical customer base is subdivided into four major categories of customers: value customers , value customers the latent value customers , low-value customers , according to the specific circumstances of different customer classification , developed a different customer management strategy . Finally, a summary of work on this article , and pointed out the lack of research and future prospects . The significance of the research work on the CRM With more experience : the ability to get practical guidance available strategy truly reflects an effective role in guiding CRM resource management for enterprise customers .