Research On Measurement And Enhancement Of Customer Equity

Humanity's progress and technical development caused the shape of market competition to change from product-centered to market-centered. But accompaning the fast developing technology and information, this shape already could not meet the need as the guidance competitive strategy for companies. The modern enterprise will pay attention to income level of customers, purchase characteristics, future expense tendency, customer satisfaction and retaining the relationship with each customer rather than the current sale, the profitability, the advertisement effect and the social affect of each product in the past. That is to say the competition among companies becomes customer-centered. Customers are paid great attention to, seeing from the development of marketing theory and the pursuit of customer satisfaction to customer loyalty oriented brand and relationship marketing, even to the appearance of customer value theory. Companies try to obtain and maintain good relationship with customers to make more profit for the company with an expectation that customers would not only bring and create value for the company in the moment, but also in the future and companies exert themselves in maximizing the total value that all customers create in the moment and in the future. In other words, customer equity is the total value all the customers create in the company for the moment and in the future. What a company tries to do is maximizing customer equity. It must be managed by promotion of customer equity which is based on its quantification. In sum, study on measurement and promotion of customer equity is of great theoretical and practical meaning.This paper takes " customer center theory" as a master line, has combed the domestic and foreign concerned customer equity theory, has carried on the key analysis to the measurement and promotion of customer equity research results, referred to the existing limitation and insufficiency, and has carried on a thorough analysis to the customer equity formation mechanism, driving factors, and the measurement and promotion of customer equity with theoretical research and practical study.First, this paper elaborated the elementary customer equity theory, including...