The Study About Assessment And Management Of Enterprise's Customer Equity

With the new economic era coming and the enterprise competition incoming intensifying, the market economy is led not by the seller but by the buyer, the customer becomes the most valuable economic resources in enterprise. After the proposal of Customer Equity concept, the operational idea of enterprise has transformed from the managing products into the managing customers. In the theory of customer equity, the concept and assessment of customer equity are the most important composing parts. The enterprises and theoretical field have attached more and more importance to these two aspects. Based on the related studies and research fruits, these two issues will be studied in depth in this thesis.First, the theory background and the development situation of customer equity theory are introduced in this thesis. After analyzing the customer relation resource, this thesis gives a deep commentate to the definition and the characteristic of customer equity.Secondly, the study is made on the two important drive factors of customer equity: customer lifetime cycle and customer prospective profit. On the basis of comparing several calculation formulas of customer equity and amending of them, the thesis builds a new formula which comes from the customer prospective profit, and gives a demonstration which takes telecommunication customer as an example.Finally, on the basis of the customer equity assessment model, the thesis probes into the management method of customer equity which bases on the value.Today, as an effective tool to improve enterprise's competitive force, the customer relationship management based on customer equity theory has been employed more and more extensively. As an important intangible asset, customer equity has become a decisive factor in the assessment of enterprise's value. The aim of managing customer equity is making more and more value of it and making a long advantage in competition for enterprise. The study of this thesis is significant for the correct understanding of customer equity's value, the improvement of customer equity's quality and the realization of the enterprise value itself.