Enterprise Strategic Planning Focused On Customer Equity

Conforming to the common logic of the enterprise strategic planning, this thesis points out the enterprise strategic planning that focuses on the customer equity, comparing with the enterprise strategy plan focused on the products produced by Roller. Based on the mission of the company, the first step of enterprise strategic planning focused on the customer equity is affirming the customer equity, and the second step is distributing the resource for different customer equity. The third step is running the customer step, and the last step is the measure of the strategic effect. The thesis creatively puts forward the analysis frame for customer equity, and gives the enterprise strategic planning for the companies.This thesis has six chapters. Chapter one is the literature about customer equity. In chapter 2 the author advances the frame of the thesis. Particular contents of the frame will be discussed in chapter 3,4,5 and 6. Chapter 3 studied how to affirm customer equity and analyzing the quality of customer equity. Chapter four is the content about distribute the resource for different customer equity. In chapter 5 running customer equity will be discussed. Chapter 6 researches the measure of the strategic effect, and talked about the necessity that customer share will replace the market share. In chapter 6 the thesis also considered what is ratio of the customer equity investment and how to apply it.