Research On Quality Control Of Customer Equity

Customer Equity is extremely valuable assets of an enterprise. Customer Equity management has been focused by academic and industrial fields for these years. If holding high quality of Customer Equity that goes beyond rivals, the enterprise can form Customer Equity advantage. And this advantage can translate competition advantage of the corporation. So quality of Customer Equity is powerful tools and useful measures. This thesis finishes the whole framework of quality control of Customer Equity.The thesis researches on quality control of Customer Equity by theoretical analysis method. At the beginning, I review the present situation of Customer Equity research, and point out the defects of previous research. And then, the chapter 1 of the thesis provides some important related theories with Customer Equity theory. The chapter 2 of the thesis introduces the nature and attribute of Customer Equity, and also analyzes emphatically the process of constructing the competition advantage through Customer Equity. The chapter 3 illuminates the importance of quality of Customer Equity based on Customer Equity could produce huge value and form competition advantage. And then the thesis begins analyzing quality of Customer Equity from the company angle deeply. The thesis gives estimate a standard of quality of Customer Equity, which is Customer Lifetime Value. Estimating Customer Lifetime Value is an important work of this thesis. And I model CLV with Markov process. Based on the CLV model, the thesis analyzes the non-equilibrium of the quality of Customer Equity, and what make up of quality of Customer Equity. In fact, the thesis gives two factors, one is structure factor, and another is increasing ability factor. After these researches, the thesis goes on modeling quality control of Customer Equity. Through the model, we can obtain the control variables of quality of Customer Equity under the object of maximum Customer Equity. Based on the above research, the thesis introduces some tactics and suggestion. Through this thesis, we can get the following result and...