The Research On Customer Relationship Assets About Its Assessment And Management

As an important intangible asset, the customer relation is received attention from administrative staff of enterprises more and more. Just because of its intangibility, the customer relation is more difficult to be measured than the tangible assets; furthermore we can say that it cannot be measured precisely. At present, there are a lot of methods to evaluate the customer relation; different people have different viewpoints, yet the uniform or standard evaluation methods have not formed. The arguments and improvement about the definition and evaluation stimulate the development of the relation between enterprise and customers. It is certain that the customer relation, value evaluation needs a series of standards system to analyze comprehensively, which is a complex technology. Through analyzing and determining the customer relationship value, which is very important for the enterprise to establish and safeguard customer's relation, and promote customer relationship value.This paper, begun with expounding the idea foundation stone of CRM (Customer Relationship Management)-Relationship Marketing; Then carried on the introduction to the production, development, content and module of CRM; Having analyzed the value theory in CRM emphatically, and the method of evaluation in relationship value at present has been summed up. Based on the research of customer relationship value existing in our country and other foreign countries, referring to Customer's Rights and Interests and Customer Assets, the thesis put up to the concept of Customer Relationship Assets, and analyzed its dimensionalities deeply; then based on the fuzzy level analytic approach andconception's method of Customer Relationship Value assessment, the paper designed a Integrate-Separated index approach to evaluate Customer Relationship Assets. In this approach, the authors separated the qualitative and quantitative index first, and evaluated them separately, and then carried on comprehensive assessment on the basis of this. Finally, the thesis provided the managing measure of relationship assets according to Customer Relationship Assets assessment model. Through the research of this thesis, hoped to develop and manage Customer Relationship Assets to offer useful help to enterprises.