消费品市场的潜在最有价值客户选择分析

最有价值客户是企业利润的主要来源,也是客户资产管理的重点。本文首先分析了客户价值,发现在企业经营的不同时期和阶段,客户价值具有变化性;这种变化导致最有价值客户群发生转移,以此为基础定义了潜在最有价值客户。在分析其特点的基础上以消费品市场为研究对象,从消费因素、技术因素和环境因素三方面设计了潜在最有价值客户的选择模型。为企业始终能集中优势资源服务最有价值客户提供了一种思路。

The Analysis and Selection of Potential Most Valuable Customer to Commodity Market

Most valuable customer (MVC) is the source of business profits. It is the core of customer asset management. In the paper, the author analyses customer value, and finds it is changeable in the different periods of business development. This variability results in the change of MVC. The author defines the potential most valuable customer (PMVC) based on this variability, and analyses the characteristics of PMVC. Then the evaluation indicator of selection PMVC is established according to three factors including consuming factor, technology factor and environment factor for personal production field. The paper provides a new method that business can focus their dominant resources for the MVC all time.