企业型客户潜在价值的评价研究
发布时间：2018-10-20 09:38
【摘要】：相对于当前价值的评价,客户潜在价值的预测存在较多的不确定性,是目前客户价值评价的难点和重点。本文以企业型客户为研究对象,在分析企业型客户特点的基础上,构建了以价值创造能力和市场扩展空间为一级指标的企业型客户潜在价值评价体系,将财务指标、市场及行业发展潜力指数等均可量化的指标作为二级指标引入潜在价值评价体系,使得潜在价值的预测具有较强的实用性和可操作性。最后对该体系在客户细分方面的应用前景进行阐述,以期能够为企业真正建立基于客户价值的客户关系管理系统奠定相应的理论基础。
[Abstract]:Compared with the evaluation of current value, there is much uncertainty in the prediction of customer's potential value, which is the difficulty and focus of customer value evaluation at present. On the basis of analyzing the characteristics of enterprise-type customers, this paper constructs a potential value evaluation system of enterprise-type customers based on value creation ability and market expansion space. The quantifiable indexes such as market and industry development potential index are introduced into the potential value evaluation system as second-order indexes, which makes the prediction of potential value more practical and operable. Finally, the prospect of the application of the system in customer segmentation is expounded in order to lay a theoretical foundation for the establishment of customer relationship management system based on customer value.
【作者单位】： 西安邮电学院经济管理系 西安邮电学院经济管理系
【分类号】：F274
[Abstract]:Compared with the evaluation of current value, there is much uncertainty in the prediction of customer's potential value, which is the difficulty and focus of customer value evaluation at present. On the basis of analyzing the characteristics of enterprise-type customers, this paper constructs a potential value evaluation system of enterprise-type customers based on value creation ability and market expansion space. The quantifiable indexes such as market and industry development potential index are introduced into the potential value evaluation system as second-order indexes, which makes the prediction of potential value more practical and operable. Finally, the prospect of the application of the system in customer segmentation is expounded in order to lay a theoretical foundation for the establishment of customer relationship management system based on customer value.
【作者单位】： 西安邮电学院经济管理系 西安邮电学院经济管理系
【分类号】：F274
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