Client Assets Under Resource Constraints Acquisition And Retention Research

From the perspective of acquisition and retention, the paper analyzes client equity in order to make enterprise adopt client acquisition and retention strategy reasonably, integrates the acquisition and retention so as to improve client equity value under the circumstance of resource restrain. The practical meaning of this research is to rectify traditional understanding to client acquisition and retention, establish right view of acquisition and retention, adopt client acquisition and retention strategy according to own reality, accumulate client equity from the integrate angle, provide new idea and orientation for those enterprises who want to improve the client equity value.This paper is divided into four parts. The first part is the background and literature review, pointing out research background and meaning, current academic research status of client acquisition and retention.The second part innovates the connotation of client equity. The paper re-defines the concept of consumer, customer and client, compares them from the research perspective, depth of relation, marketing care, indicating that client is the focus of marketing care, client equity should be the priority for acquisition and retention. Then the paper re-explains the content of client equity, and compares the view of client equity with the view of client satisfaction.The third part elaborates client equity acquisition/retention measurement and matrix. Firstly the paper defines the concept of client equity acquisition/retention and marketing resource, pointing out the potential client and competitive client are the main source. Then according to Blattberg&Deighton's dichotomy, the paper establishes the measurement criteria for client acquisition and retention. Finally in the client equity classification, from the angle of cost and equity earnings, clients can be divided into different parts, concluding that client who was easily acquired may not be a good client.The fourth part puts forward the integrate framework for client acquisition and...