Study Of The Customer Equity's Drivers And Value-added

With economic development, the pursuit of business-to-market share, satisfaction, loyalty, brand equity are facing a challenge, to be using new strategic thinking to solve the problems in practice. The previous kind of economic is transaction-oriented, the focus of management to be attracting customers. In the competition of attracting customers, brand equity occupies the absolute position. However, with the fast development of technology and speeding up of product updating, customer brand appeal and influence were not always proved effective, customers often conversing the brand. This has resulted in in-kind transactions from the center to maintain the long-term, one-on-one customer relationship as the center of the change.From the 1990s', in the new market background, the concept of background and technical background, the management of client equity gave the "customer-centric" concept an unprecedented connotations. "Clients" were no longer just a marketing point of departure,but a continuous, operated and different internal resources. "Customer-centric" is no longer merely a concept and slogan, but a measurable, operational management process. "Customer equity" concept that customers rather than products, is the source of corporate profits,.The secret of business success is to maintain a customer relationship which is valuable. Put customers into the equity area which means obtaining and insisting the long-term profitability by the establishment of a profitable customer relationships.Now the generally accepted concept of "Customer equity" is the sum of all the costumer lifetime value. In other words, the value of equity of customers here is not only the profitability of the current ratio o-f customers, including business receiving from the lifetime of contrib-utions to the flow of discounted net of the customers. The driving fa-ctors in customer equity and the enhancing customer equity are not con-sistent in the conclusion.From the the theoretical source of customer equity ,the thesis elaborates the research of home and abroad .It also researches on the characteristics of the customer equity and the formation mechanism ,and defines the related concepts, then have an in-depth research on the drivers of the customer equity.On the basis of the previous chapeters'research the thesis brings up the "134 principle" on customer equity's valud-added as well as the steps.It also studies the relationship between the classic 4P's and customers equity drivers.First, this chapter analyzes the meaning of the drivers of customer equity and value-added research on the formulating of the background. It also defines the purpose of research and study, and determines the methods and research track. Second, this chapter describes the theoretical source of customer equity. The birth of customer equity was not accidental, but had its theory sources : database marketing, relationship marketing, brand equity , customer value which are simply instroduced. Then it describes the theory status of customer equity at home and abroad in detail.The study of abroad was mainly from four areas,and the domestic research was relatively late, which most of the research on the basis of others. Then the article evaluates the domestic and foreign research, pointed out the consistent aspects and the to be improved aspects.Third, this chapter probes into the characters of customer equity: exclusive, weak controlled, the value , operating, extension and expansion of a core competitiveness which are explained by detail. Then it evalutes the intrinsic logic relations on the value of services, customer satisfaction, customer loyalty, corporate profits and business growth which provide strong explanation and guidence to become a formation mechanism of customer equity. Finally, revelant conceptions are defined, and CLV is researched which is not only including the part of measurement by currency, but also the part can not be measured by currency.It polishes the region of customer lifetime value.Fourth, this chapter first details the Rust model of customer equity drivers. She thought there were three customer-driven factors: Value Equity ,it is obtained through the feeling of customer value, which is objective assessment and rational judgement;Brand Equity, it is obtained through the subjective evaluation of the brand which is a kind of emotional, subjective evaluation of non-rational judgement and beyond the objective feelings ; Relationship Equity, it refers to the tendency of customer brand loyalty, beyond the objective and subjective assessment of the brand. Then pointed out the inadequacy of the Rust model, and by adding public praise, customer information and intocross purchase to improve the model to form the perfect model of customer equity drivers:value equity , brand equity, relationgship equity and invisible equity.Fifth, this chapter firstly studies the essence of value-added of customer equity, the process of enhancing customer equity, on the one hand is to develop customer loyalty, on the other hand also make full use of customer value .Then on the issue of value-added of customer equity by a comprehensive and drawing on previous research results enhances the the "134 principle": a guiding ideology, the three upgrade strategy, the four channels. A guiding ideology is based on customer segmentation; three upgrade strategy including: customer equity obtained strategy, customer equity retention and maintenance strategy, customer equity stripping strategy; four upgrading ways: value equity , brand equity, relationgship equity and invisible equity. Finally it also studies the relationship between the classic 4P's and customers equity drivers and points out the trend of furture research.Finally, it has a the full text summary and outlook.Customer equity drivers and value-added research is a systematic project involving a lot of content and a wide range which has a great practical and theoretical significance.On the basis of generalization the going literature customer equity drivers are decompositied by the scope of decomposition.From the the direct drivers to sub-drivers, thereby to establish model,to do further study, and customer equity drivers are studied by both qualitative and quantitative aspects so as to guide the practice of enterprises and promote customer equity theory to further development.