服装加工型企业客户价值评估体系——基于后经济危机时代的视角

Customer Value Evaluation System of Garment Processing Enterprises——Based on the Perspective of the Economic Crisis Era

后经济危机时代，全球纺织服装消费需求持续疲软，市场竞争愈演愈烈。客户价值的正确评估是进行客户关系管理的重要依据。文章基于服装加工企业客户管理现状，探讨评估指标的含义、类型、数据来源及评估方法，由此构建全面、有效和可行的客户价值评估指标体系，并设计针对不同类型指标数据的量纲统计方法。服装加工型企业客户价值评估体系由盈利贡献、质量要求、业务要求、潜在成本、合作水平、经营能力6个一级指标构成，各一级指标下对应3~7个二级指标。通过实证分析指标数据采集、权重确定和量纲统一方法，依据客户价值评估，进行客户分级管理，为后危机时代服装加工型企业的客户管理及市场战略规划提供有价值的决策依据。

In the post-f inancial-crisis era, the continuing weakness of global textile and apparel demand leads to heated competition in market. Correct evaluation of customer value is an important foundation for customer relationship management. Based on the present management situation of apparel processing enterprise, this paper explores the meaning, type, data sources and evaluation methodology of evaluation indices, thus a comprehensive, effective and feasible evaluation system of customer value is constructed, and the uniform dimension method for different types of indices is designed. The evaluation system is composed of 6 first-grade indices including profit contribution, quality requirements, business requirements, potential costs, the level of cooperation, management capability. Each first-grade index corresponds to 3~7 second-grade indices. An example is presented to demonstrate data collection , weights and uniform dimensions. According to the customer value evaluation , the enterprise can carry out customer classification management, which provides valuable decision-making basis for apparel processing enterprise＆#39;s customer management and marketing strategic planning in the post-crisis era.