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     intermediate filaments
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Customer Relationship Management (CRM) is a hot management research topic at present. To measure the value of customer by enterprise is one of the basic research of CRM. How to design a reasonable evaluation system of customer value is still an unsolved problem. The authors try to give an answer to it. Based on customer life cycle management, two evaluation systems to end customer and reseller are provided. The management application is analyzed in de-tail. The efficiency of the evaluation system is provided...

Customer Relationship Management (CRM) is a hot management research topic at present. To measure the value of customer by enterprise is one of the basic research of CRM. How to design a reasonable evaluation system of customer value is still an unsolved problem. The authors try to give an answer to it. Based on customer life cycle management, two evaluation systems to end customer and reseller are provided. The management application is analyzed in de-tail. The efficiency of the evaluation system is provided by a factual case.

客户关系管理是目前管理研究的热点,企业对客户价值的评估是其基础问题之一。如何设计一套实用的客户价值评价指标体系仍是尚未解决的问题。针对这种情况,在客户全生命周期管理的指导下,本文设计了一套分别针对最终客户和中间客户的评价指标体系,详细阐述了其管理应用,并进行了具体案例分析,证实了该指标体系的有效性。

>=The distributors are always considered as the middle customers of enterprise.The value of distributor isanalyzed by customer value theory.Then the models of evaluation of currency value and non-currency value ofdistributor are built.Finally,the case of Yunnan Baiyao Corporation evaluating its major distributor ChungqingMedicine Corporation shows the practicability of the models.

分销商通常被认为是企业的中间客户,本文运用客户价值理论对分销商的价值贡献进行了分析,建立了分销商的货币价值测度模型和非货币价值测度模型,并以云南白药公司对其主分销商重庆医药的评价为例,说明了模型的应用方法并验证了模型的实用性。

 
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