基于CLV的休闲服装经销商客户评价模型

Customer Evaluating Model Based on CLV of Sportswear Franchiser

服装经销商对服装企业的价值贡献存在差异,企业只有科学合理地对经销商客户价值进行评价,并对不同的经销商实施不同的管理策略,才能真正提高企业的核心竞争力。针对目前服装企业缺乏一套比较全面的经销商客户评价管理体系的现状,笔者通过对某休闲服装企业及其经销商客户的调查研究,从经销商的6个方面确定了休闲服装企业经销商客户评价模型———“终身价值”(LTV)模型,并由此制定了不同的经销商客户管理策略。

The garment franchisers have different value to the garment enterprise. Only by evaluating the franthors introduce LTV model involved 6 indexes to evaluate the franchiser of sportswear enterprise by investigating the sportswear enterprise and its franchisers. And the sportswear enterprise can work out the different managing ways for the different franchisers based on LTV model.