Research On Measurement And Management Of Customer Equity

This text aims to probe into the valid customer equity assessment and management under new historical situations, enabling the enterprise to define each customer's profit-making ability through data of quantization and optimize the allocation of the limited resources to the 20% loyal customers who could bring 80% profit for the enterprise so that the maintenance and the increase of the customer equity value could be fully guaranteed and the lasting competition advantage could be created.First of all, the dissertation firstly states the relative theories of customer equity. And this text sketches the historic necessity of key strategic assets concept of the customer equity in the light of the economic evolvement and marketing strategy development. It then quotes several valuable definitions about customer equity, and recommends the attribute, composition and driving elements of customer equity.Secondly, this paper has carried on detailed analysis and comparing research to the domestic and foreign traditional customer equity measurement model, summarized the limitation and insufficiency, pointed out problems the traditional model has not been able to solve and taken the most essential questions as the research to solve. Afterwards, the paper bring forward a new customer equity measurement model, which is of great importance in this area. Finally, we use the model to calculate customer equity.Finally, this text proposes the train thought and management mode of customer equity on the basis of customer equity assessment, that is, the enterprise should scientifically conduct the customer equity management from customer grading to customer retention, customer upgrading and finally to customer equity management.This text divides the present customers into three categories, loyal customers, potential loyal customers and general customers based on the customer lifetime value. The loyal customers are the core of assets and the main target of customer retention. The main target of customer retention is to maximize customer equity, maximize the loyal customers and maximize the customer transfer cost. The goal of customer equity management turns out to be the investment and operation of the customer equity, guaranteeing the maximization of customer equity and creating sustained competition advantages for the enterprises.