Research On Measurment And Elevation Of Commercial Website's Customer Equity

Accompanied with the development of the theory of customer-centric, marketing management of company gradually changes from product-oriented concept into customer-oriented concept. Obtaining and maintaining highly profitable customers become an inevitable choice for company, with customers becoming company's essential strategic resource; customer equity has become an important index to evaluate company's core competitiveness. With the popularity of internet, commercial websites play an important role in our working, learning and daily life, and due to the characteristics of it's service, customers play crucial roles in commercial website's operation and development, the index which reflects commercial website's operating effect changes from market share to customer equity they hold, therefore, with the help of customer equity theory, based on the measurement of customer equity, allocating enterprise resource in a reasonable way to add customer equity is meaningful for commercial websites to obtain and maintain competitive advantage.First, this paper discusses relevant concepts, because commercial websites have many specials as to entity enterprises in customers, operating style and revenue model, so taking these specials into account, this paper analyzes customer equity's feature and driving factors of websites, demonstrates customer equity's new intension in website's field; furthermore, by comparing traditional model, this paper discusses the reason that traditional model can't applied to measuring commercial website's customer equity and comes up with a new method to measure commercial website's customer equity. To apply this new method, this paper chooses time series model ARIMA and measures a commercial website's customer equity. At last, promotion countermeasure is proposed in the view of the four dimensions of customer equity drivers.