The Study On Customer Equity Management Based On Customer Segmentation

It has been very difficult for the traditional marketing theory to adapt to the changing marketing environment. Beginning from the end of last century, the academes continually focus on exploration of new marketing ideas and the viewpoints. In these explorations, they are all in the relational marketing frame, and make the improvement to the traditional marketing theory and the method by taking the customers as the center and taking the network and the information technology as the marketing tools. By integrating enterprise's internal and external resources, and managing the relations between the enterprise and other stakeholders scientifically, the company can promote the communication between enterprises and customers, meet the different growing needs of customers, then establish, consolidate and manage customers' long-term good relations, and all of these will form the continual competitive advantages of enterprise.Administrating the customer as enterprises' asset, is not only a new theory which proposed by academes according to predecessor's theory and the marketing practice, but also the urgent demand of enterprises who are adopting customer relation management strategy and implementing the CRM platform. The marketing strategy developed from product oriented to market oriented, and then to customer oriented, and the core which the enterprise manages also evolves from the product management to the asset management, and then to customer management. During this process, the customer equity gradually becomes the key strategy asset of enterprises. How does the enterprise implement the customer equity strategy? How to manage and promote the customer equity effectively? This is already the hot unsolved topic of academes and enterprises.This first part of this article detailedly analyzed the problems existing at present customer management of domestic enterprise, and proposed the significance and methods of the study in this article; The second part reviewed related literatures of the market segmentation and customer equity theory, and introduced and gave a short comment of present foreign and domestic academic study achievements on the customer equity management area; The third part demonstrated how to segment the current customers of enterprises; The fourth part constructed a frame on customer equity management of some enterprises based on the customer segmentation; The last part concluded the main points of this article and discussed the field in the future study on customer equity management.