The Research On The Measurement And Management Of The Customer Equity

Since the 1980s , with the great changes of enterprisers competition environment,people's consume concepts have also changed. People's need to the products and service turns to the contention got from the consume process,beyond price, quality,visualize and brand. How to remain the old customers and get new customers,how to win in the competition of global and incorporate enterprise services, people more and more feel that customer resource is the most important worth in the 21st century market competition. With the changes of people's consume concept, enterprises' core management idea turns from"product center"to"customer center".Proceeding the customer equity management,on the one hand,passing the offering superior quality serve,expanding the market,increasing the business enterprise profitability; On the other hand,passing to the comprehensive management to the business process,to lower the business enterprise cost,to look for the business enterprise benefits maximize. But the current customer equity management system cannot able to provide the theories and methods of preceding the customer equity management to business enterprise. In fact,not all of customer of the business enterprise are all for a worth. If the business enterprise see all the customers equally, it will waste the resources of the business enterprise,and obstruct the development of the business enterprise. Therefore,to the business enterprise,to identify those worthy customers in business enterprises and manage them,is just the way that business enterprise can exist.The main contents of this paper are trying to establish a complete customer equity management system. This will help the business enterprise make an analysis of the profitability of customer equity, and evaluate the customer lifetime value,and use the consult to analyzes the customer equity deeply. And then, supply the theory and method for the usual business management and strategy decisions. First of all,this paper introduces the background,aim and meaning of this research. Secondly,the paper introduces how to use the activity-based cost to make the profitability of customer equity, so they can make decisions based on this. Thirdly,the paper introduces how to use the customer lifetime value to evaluate the customer equity,and introduces the methods of improve the relationship between the business enterprise and customers. Finally,this paper introduces the development condition of the customer equity management in our country,and the announcement of improvement the customer equity management, increasing the core competencies for the business...