在日益激烈的商业环境中，仅仅拥有优质的产品是远远不够的，如何通过良
好的客户关系来增加产品价值并为客户所用才是关键所在。因此，服务的质量决
定了企业成败的关键。在新的客户关系管理中，客户不仅仅是产品的享用者，也
是服务的享受者。如何将优质的服务提供给有价值的客户从而提升企业品牌形象、
增加企业收益？本文将就客户对企业的价值进行研究，并找出一套有效的价值评
价方法以此作为企业差异化营销策略的依据。
首先，本文对客户价值和客户细分的相关研究文献作了概括性论述，并对客
户价值研究现状及所存在的问题进行分析，从而确立了本文的研究方向；其次，
通过对国内外专家相关研究的阅读及总结，本文构建了一套从时间维度以及定量
与定性相结合的综合性客户价值评价体系，并确立了客户价值计算方法--模糊层次
分析法，以及具体的评价步骤；接着，本文以 EM 公司作为实证对象，计算并分
析了抽样客户的价值，证实了所建立评价体系的有效性；然后，基于 EM 公司价
值评价结果，对所抽样的客户进行细分并提出了相应的差异化营销策略。最后，
对本文的研究进行了总结，指出其中不足，并提出了对后续研究的展望。
本文希望通过对客户价值的研究来帮忙企业识别价值客户、优化客户关系管
理并以此来提供差异化营销。只有了解客户需求，认识客户价值，才能进行差异
化营销。只有将企业资源投入到优质的客户身上，并与之建立长期的互惠互利的
合作关系，企业才能在复杂的市场竞争中取得一席之地。
关键字：客户价值，客户关系管理，客户终生价值，客户细分，
ABSTRACT
With the development of technology and arrival of information era, the
environment faced by modern enterprises has been changed a lot. Advanced technology
has greatly shortened product life cycle，and information globalization has changed the
traditional trade and communication mode. Continuous downturn caused by European
and American economic crisis has changed the global economic pattern .The world
demand is shrinking ,and the competition among enterprises is intensified , so customer
resource has become a hot spot for enterprises .The relationship between enterprises and
customer is changing , as customer resources has become an important intangible asset
of enterprises . Therefore, how to identify customer value and to segment customer into
categories has become an urgent problem to be solved by modern enterprise.
In the increasingly competitive business environment, only has the high quality
products is far from enough for enterprise. How to use good customer relationship to
enhance product value is the key factor .Therefore, the service quality is the important
element to determine enterprise’s success. In the new CRM, customer is not only the
product owner, but also the service owner. How can we provide best service to valuable
customer so that it can enhance corporate brand image and increase corporate profit In
this thesis, we will study the value of customer for enterprise, and to build a set of
effective evaluation method as basis of the differentiated marketing strategy for
enterprises.
Firstly, to establish the research direction of this thesis based on the summarizing
of customer value and customer segmentation theory, as well as analyzing the current
research status of customer value and its problems. Secondly, to create a comprehensive
customer value evaluation system , which not only according to time frame but also
according to measurable and non-measurable factors. And then to establish the customer
value evaluation method--fuzzy analytic hierarchy process(FAHP) ,with specific
evaluation procedures .Thirdly, we take EM corporation as research object, to calculate
and analyze the sampling customer’s value, which proves the effectiveness of customer
vale evaluation system . Fourthly, to provide differentiated marketing strategy according
to the customer value evaluation result in EM corporation .Lastly, to point out the
deficiencies and limitation of this thesis, and to put forward the prospects for future
research.
This thesis aims at assisting enterprise identify valuable customer through the
study of customer value, improving customer relationship management so as to provide
a differentiated marketing strategy. Only by understanding the needs of customers and
recognizing the value of customer, enterprise can carry out the different resource
allocation and CRM strategy .Only by investing on the right customer, and establish
long-term mutually beneficial cooperation relationship with customer; enterprises can
win more market share.
Keywors：Customer Value, CRM, Customer lifetime Value，Customer Segmentation,
第 1 章 绪论
1.1 研究背景及意义
1.1.1 研究背景
在经济蓬勃发展和信息技术飞速进步的新时代，现代企业所面临的内外部环
境发生了翻天覆地的变化。网络经济和经济全球化的变革导致市场竞争日趋激烈，
科技的进步使得产品生命周期大大缩短，产品的技术发生着日新月异的变化。企
业间的竞争也因客户需求的多样性而发生了变化，传统的产品和服务已无法满足
客户的需求。因此，如何适时地转变企业的经营战略，赢取更多的客户资源已成
为企业不可回避的问题，对于客户关系管理及客户价值的研究也随即成为近年来
的一个研究热点。
在当前的商业模式下，客户不只是被动的接受产品和服务，而是主动的挑选
优质企业和产品。越来越多的企业已意识到客户才是企业的利润源泉，企业必须
一切以客户为中心，并随时准备对客户的需求作出应对，以实现营销服务过程中
的个性化服务。越来越多的研究证明，谁能掌握客户的需求并对此迅速作出反映，
谁就有机会赢得宝贵的客户资源。也有研究表明，21 世纪的商业模式下，无形资
产比有形资产对企业的贡献更大，这种贡献所占的份额一直呈上升趋势
[1]
。客户作
为一种重要的无形资产，已经成为企业价值的重要组成部分。
对于许多中国企业而言，所谓的低价劳动力已不再是主要优势。随着通货膨
胀及人民币升值所带来的影响，中国的劳动力，物料成本不断上涨，中国企业已
不再具有从前价格优势。中国制造的产品也不再是国外客户的唯一选择。许多客
户已将供应商的选择从中国境内移到印度，越南，泰国等真正劳动力低廉的国家。
这对于不论是中国的本土企业还是在华外资企业来说都是又一大挑战。
客户关系管理的理论基础——关系营销理论，在这种环境中显得越来越重要。
在关系营销中，客户被看作是企业的一项重要资源，这种资源甚至比企业的其他
资源，如人、设备、资金等更为重要，合理有效的利用这种客户资源是企业获取
竞争优势并实现企业利润最大化的有效途径。关系营销重在服务，通过提高客户
满意度来培养忠诚客户，并逐步与客户建立长期、稳定的合作关系。但是，企业
的经营目的是为了盈利，不可能迎合所有客户的需求，也没必要将宝贵的企业资
源浪费在无利可图的客户身上。所以，企业须将有限的资源投入到可能获得回报
最多的地方。如何将有限的资源投入到所需的地方来实现企业收益最大化？通过
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