||In the B2B context, the formation of transactions between the firm and the customer is a complex process, mainly due to the two sides of different enterprises which face their industry environments and operational goals. Therefore, for the focus firm, it’s a core issue about understanding customer’s needs, and then reach customer’s satisfaction, which induces customer continues transactions with firm.Customer value is derived from B2B context. For the purpose of the both sides, the trading client will product the value. In different transactions, the value the firm providing will have different value categories. Hence, to clarify the value the firm providing to its clients, and effectively complete value delivery is an important issue in customer relationship management. And before the value was provided by the firm, what’s the ability to create customer value is alos the issue the study want to explore.|
The study is use case study and analysis table of trategic position to explore the following topic issues. First, understand the mode of client relationship management of T’ company in practical. Second, through understanding the client value T’s company provided, to find the value creation capacity and then categorize the capacity base. Third, to explore value categories different from just product transaction or service behavior categories in B2B context. Finally, discuss the linkage between the firm’s value creation capacity and the value category which hope applied in client relationship management in the T’s company.
The result showed the value creation capacity can be categorized into three capacity base – product innovation capacity, marketing capacity, and marketing sensing capacity. Through different capacity bases can bring different client’s value category, for example product stability, integrated service, products diversity, sources of material reliability, improvement of customers’ matchmaking ,enhancement of grasping trend ability and so on. When it comes to competitive advantage, it just simply discusses the issue of supply chain efficiency management. By studying two special ways how case company manage their customers: cooperation with big names and communication crossing supply chain. Hence, we can realize the ability of company creating the values and application of customer’s value. Nevertheless, when companies try to do CRM (Customer Relationship Management) well, they can do it well according to the research results. It not only elevates the ability of managing customers’ asset, but helps company take accounts the priority of resources when they make critical decisions in the future.