Advertising Company Customer Value Research

Although the gross business of Chinese advertising market has reached the world level after decades of development, Chinese advertising market in a proportion of gross domestic product is still very low compared with the advertising industry developed countries. Either from the advertising business units or analysis the quality of advertising industry, it is a long way to realize the dream as advertising powerful nation. In the era of customer-segmentation, the advertising industry competition has been heating up, thus attracting advertising customers and realizing the sustainable development has become the main problems of the advertising enterprises. Advertising companies focus on providing services and they need regard customer value as the basic guiding strategy. Because perfect customer value management is the key to achieve profit growth and improving their total value. The fundamental aims of advertising company customer value management is that advertising enterprises management concept, service capability and customer perceived value factors can match each other. Thereby, they can transfer the maximum value to customer and keep a good relationship in maximum degree.Today it is still in theoretical state about customer value measurement research, these concepts and theories whether transplanted into the actual industry remains to be tested. In this paper, the advertising customer value model is in the customer’s view and the aim is to test if conclusions considered as truths in theory is established in advertising industry. So it is necessary to be further test under the empirical analysis for generality and suitability.This paper makes research summary on foreign and domestic theories and models about customer value beginning form research background and significance. And furthermore the paper summarizes shortages from previous research and puts forward the concept model of advertising customer value evaluation model and research hypothesis, combined with the actual situation of the advertising industry. Then collecting dates through questionnaire of Huainan city as the research object, the paper tests data quality-reliability and validity by SPSS. Then, it testifies the total concept model by structural equation modeling method and compares the adaptability between direct and indirect model to prove the superiority of indirect model. Finally, it points out the important factors of Huainan advertising industry customer value promotion through the hypothesis tests.