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Research on the Estimation System of Mobile’s Customer Value

Author: TangYan
Tutor: XuRuiPing
School: Xi'an University of Technology
Course: Business Administration
Keywords: Customer value Index system Evaluation Ankang Mobile
CLC: F626
Type: Master's thesis
Year: 2009
Downloads: 106
Quote: 0
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Abstract


Customer is a very important asset for China Mobile. It is one of the efficient paths to procure competitive advantage if China Mobile establishes long term favorable relationship with its customer. Because it is vary from unit to unit for China mobile to establish maintenance and develop each customer, different service for different valuable customer is needed. This strategy could help China mobile deploy its resources reasonably among its customer. So, customer value appraisal is the precondition of customer relationship management. Based on the review of former customer value appraisal ways and theory, this paper designs a sort of customer value index system for measuring the customer value precisely.Firstly, this paper reviews the theoretical literature on customer vaule and customer vaule evaluation and summarizes the theories in this filed so as to provide a theoretical basis for the constructing of the index system. Secondly, this paper establishes the index system of the customer value index system using the Delphi method (Experts Investigation method), takes the process of index non-dimension through extremummethod and defines the weight of each index through AHP method. Finally, take part customer data of Ankang Mobile as an application of above index system, and interrelated advice is gived on the result of evaluation.This article identified the customer value of An’kang mobile company’s eva(?)ation system for screening out the value of customers, sub-value customers, clients and potential clients of no value, enterprises can be made under the approach of existing customers based on its evaluation of the value, and accordingly the economic type customer classification (as distinct from a demographic, geographic distribution, etc. of non-economic indicators of customer segmentation), the difference between the value of different customer groups, then in accordance with its value the size of the allocation of corporate resources, to retain the value of customers to enhance the potential value of customer value, further optimize the enterprise customer resources, customer relationship and guide the healthy development of enterprises to achieve the purpose of maximizing long-term value.

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