休闲服加盟商客户价值评价体系

针对国内休闲服市场的经营特点,各地加盟商客户已成为服装企业市场营销成败的关键要素。企业如何评价客户价值,把握住现有的高价值客户,发展潜在价值客户,已成为企业客户关系管理的关键点。选择国内某知名休闲服企业进行客户价值实证研究,运用层次分析法,从客户的当前价值和潜在价值2个维度来分析评价服装加盟商客户的相关指标,构建全方位、多角度的客户价值评价体系。通过验证,说明其客户价值评价体系是客观的、可行的,为服装企业实行科学有效的加盟商客户关系管理提供了新视角。

Evaluation system for customer value of the leisure clothes enterprise's franchisor

With respect to the operational characteristics of the domestic leisure clothes′market,it can be said that successful marketing of the products of an apparel enterprise stems from its right selection of its franchisors in various regions.How to evaluate the customer value,cement the relationship with the high-end customer and develop a relationship with the potential customer become essential to the customer relationship management of an apparel enterprise.The author selected the franchisors of a domestic enterprise producing famous brand leisure clothes as the research objects and applied Analytical Hierarchy Process to study the correlative factors of the franchisor in terms of customer current value and customer potential value,and developed a comprehensive evaluation system for customer value.The result of verification experiment has proved that this evaluation system is objective and feasible,which offers a new angle of view for apparel enterprises to carry out the scientific and effective customer relationship management of their franchisors.