Abstract:Customer value evaluation system is the core of the CRM(Customer Relationship Management) system. Through to the analysis of golf industry evaluation of customer value, this article establish the model of golf booking service industry customer value evaluation system, and introduces application of analytic hierarchy process (AHP) to calculate the model’s customer value. Customers are divided into four types according to the different customer value, this article suggest using different marketing, sales and service strategy for different types of customers. Finally, it introduces the model’application in CRM system.