The Study On Assessment Of Customer Assets Value

The study on customer value is a focus of the marketing field in recent years, but a difficult point. Customers are the source of enterprise value and profit, so market tactics and market behavior of enterprise should regard the customer's demand as in the center. But some enterprises will find, though enterprises well meet customer's demands, but some customer can bring little profit to enterprise, some customer can corrode the profit of enterprises even. So, as a profitability organization, enterprises should not meet customer's demand blindly, but should choose to some extent customer, and this need in the analysis and study on customer value. As one customer value theory, customer assets theory studies customer status and function of the production from visual angle of assets in enterprise, and with the management tactics of this customer who make enterprise. One of customer assets theory primary and key views is how to confirm customer value of assets, and the research of this paper lays particular emphasis on the value assessment to customer's assets, too.The paper has introduced the theory about customer's value in domestic and foreign countries at first, and it is summarized to go on to advance and defect of theory these, so this paper can have sturdy theoretical foundation, perspective and deep theory meaning. Chapter two in paper goes on in detail expounding the fact to form to customer assets essence, characteristic of value, finds that the essence of customer's assets lying in the value creativity of customer's relation, and draws that customer assets value is major built by customer basic buying value, cross-selling value, public praise value and knowledge value. These results of study have settled solid foundation for construction of customer's assets value assessment model. Chapter three of the paper discusses the supporting theory to customer's assets value assessment-Concern relationship marketing theory, customer lifetime theory and assets assessment theory and predict technology. Chapter four and chapter five is the key part of a thesis, which carry on research to customer's assets value assessment from the theory and reality respects respectively. In the theoretical research part, the paper has put forward the assessment model of customer's assets value at first by maintaining customer the model and cross-selling model incorporate LOGIT model creative, propose customer person who maintain and cross metering methods of the sales rate; In the positive research part, the paper takes telecom enterprise as the background, and main sure method of parameter examine thereal example among them to theoretical research customer assets value assessment model that part put forward, the result of inspection has indicated that the accuracy of the model is assessed. Finally, the paper sums up customer assets application of value assessment, indicate customer assets actual meaning of value assessment, and has summarized the research results, research defects and direction studied further of the paper in the conclusion part.