随着市场同质化产品越来越多，企业的营销重点已逐步从以产品中心向以客户中心转变。 互联网技术的迅猛发展，使得客户的消费场景也由传统的线下模式向线上模式过渡。作为一 家新零售企业，A公司在2016年整合了线上线下场景，创新物流以及支付场景，建立会员制零 售形式。目前企业对于客户价值的评估需求强烈。 本文在介绍客户价值评价相关理论的基础上，首先分析了A公司客户关系管理的现状， 指出目前客户关系管理中存在的问题：客户关系管理系统不完善、有效数据缺乏，且未对客 户数据进行开发利用，并探讨了A公司客户价值评估的必要性。其次，借鉴被广泛认可的客 户现有价值和潜在价值评价指标体系，结合公司的数据现状，选取了客户综合价值评估的六 个指标；采用AHP层次分析法确定了各评价指标的权重；通过对客户数据进行采集和标准化 处理，完成了客户综合价值评价指标的计量。第三，对客户样本的综合价值进行细分，得出 四类客户群；分析每个客户群的特征，有针对性地提出了客户价值的提升策略，以期实现精 准营销。 关键词: 客户价值；价值评估；价值提升；精准营销 II Abstract As more and more homogeneous products appear in the market, the marketing focus of the company has gradually shifted from products to customers. With the rapid development of Internet technology, the customer’s consumption scene has also converted from offline to online. As an example of new retail, company A integrated online and offline scenes in 2016, which innovated logistics, payment scenarios and established a membership retail form. At present, company A has a strong demand for customer value mining. Based on the introduction of theories related to customer value evaluation, this paper firstly analyzes the current situation of customer relationship management of company A and points out the problems existing in this part, including lack of integrity in customer relationship management systems, short of valid data and the exploitation of customer data. Also, this paper explores the necessity of customer value evaluation of company A. Secondly, based on the widely recognized evaluation index system of customer's current value and potential value, this paper selects six indicators of customer comprehensive value evaluation based on the company's data status. In this paper, Analytic Hierarchy Process (AHP) is adopted to determine the weight of each evaluation index. Through the collection and standardization of customer data, the measurement of customer comprehensive value evaluation index is made. Thirdly, this paper subdivides the comprehensive value of customer samples and obtains four types of customer groups. Through analyzing the characteristics of each customer group, this paper finally puts forward targeted strategies to improve customer value in order to achieve precision marketing. Key words: customer value; evaluation of value; value enhancement; precision marketing III 目录 第一章 绪论............................................................................................................................................................... 1 1.1 研究背景 .................................................................................................................................................... 1 1.2 研究意义 .................................................................................................................................................... 2 1.3 文献综述 .................................................................................................................................................... 2 1.3.1 国内外客户价值研究现状 .......................................................................................................... 2 1.3.2 客户价值评价体系研究现状 ...................................................................................................... 3 1.3.3 文献综述小结 .............................................................................................................................. 4 1.4 研究方法和技术路线 ................................................................................................................................ 4 1.4.1 研究方法 ...................................................................................................................................... 4 1.4.2 技术路线 ...................................................................................................................................... 5 1.5 论文内容及框架 ........................................................................................................................................ 6 1.5.1 论文内容 ...................................................................................................................................... 6 1.5.2 论文框架 ...................................................................................................................................... 7 第二章 基本概念和相关理论................................................................................................................................... 8 2.1 基本概念介绍 ............................................................................................................................................ 8 2.1.1 新零售的概念 .............................................................................................................................. 8 2.1.2 客户价值的概念 .......................................................................................................................... 9 2.2 客户价值评价 ............................................................................................................................................ 9 2.2.1 客户价值评价体系 ...................................................................................................................... 9 2.2.2 客户价值的评价模型 ................................................................................................................ 12 2.3 基于客户价值的精准营销 ...................................................................................................................... 14 2.4 精准营销的定义 ...................................................................................................................................... 14 2.4.1 精准营销的步骤 ........................................................................................................................ 14 2.5 本章小结 .................................................................................................................................................. 16 第三章 A公司客户关系管理现状和存在问题分析 ............................................................................................. 17 3.1 A公司概况介绍 ........................................................................................................................................ 17 3.2 A公司客户关系管理现状分析 ................................................................................................................ 18 3.2.1 客户营销管理现状分析 ............................................................................................................ 18 3.2.2 客户信息管理现状分析 ............................................................................................................ 18 3.3 A公司客户关系管理存在的问题及成因分析 ........................................................................................ 19 3.3.1 A公司客户关系管理存在的问题 ............................................................................................. 19 3.3.2 A公司客户关系管理问题成因分析 ......................................................................................... 20 3.4 A公司客户价值评估的必要性分析 ........................................................................................................ 21 3.5 本章小结 .................................................................................................................................................. 22 第四章 A公司客户价值评估体系构建 ................................................................................................................. 23 4.1 A