Research On Customer Asset Value Evaluation Of Platform Enterprises

With the take-off of the digital economy era,the competition between global digital platforms has become more intense.The competition between platforms is no longer confined to the game of capital and technology,and has gradually evolved into a customer group as the center of competition.As an important intangible asset of digital platform,customer assets have played a huge role in the development of digital platform.Although customer assets cannot play a role in enterprise value competition alone,customer assets have become the core competitiveness that the platform cannot replicate and replace,the platform has spent lots of resources on customer development and training.The value assessment of customer assets helps managers to attach importance to customers as intangible assets,improve bilateral customer relationship management measures,help platform develop new customers,maintain old customers,and achieve bigger and stronger.Based on the bilateral market theory and the improved CLV model,this paper takes Pinduoduo as an example to evaluate the value of customer assets.Based on the definition of customer asset scope in platform enterprises,the article first reviews existing methods for evaluating customer asset value and finds that scholars often conduct research on customer asset value from the perspective of users.The platform enterprise studied in this article belongs to a bilateral market,so the perspective of customer assets is a bilateral perspective,and the customer assets of the platform enterprise include two parts: users and enterprise.After analyzing the limitations of traditional methods for evaluating customer asset value,the CLV model with relatively complete theory was ultimately selected as the evaluation method for platform enterprise customer asset value.This paper uses the improved CLV model to evaluate the value of Pinduoduoduo’s customer assets,uses the evaluation model to complete the whole process of evaluation with theoretical analysis and specific cases,verifies the operability of the CLV model,and gives reliable suggestions on how to effectively improve the value of the platform enterprise’s customer assets.First of all,platform enterprises should build a strong information support platform to facilitate the rapid conclusion of transactions between both parties.Secondly,platform enterprises should not only follow with interest to the development of new users,but also pay close attention to the maintenance of old customers.Only by putting bilateral customer relationship management at a strategic level,can customer assets bring more and more value to them.