Research On Analysis And Value Promotion Of Customer Asset Based On Knowledge

Customer's role changing, competition being more fierce, marketing patternchanging, IT developing rapidly and the competitive advantage based on knowledgeform the marketing environment that a enterprise faces. Customer RelationshipManagement (CRM) are used throughout the world, bur it faces great challenge.According to Gartner Group, fifty-five percent of CRM projects failed. Based on thebackground, CRM needs, theoretically and practically, to walk into a new stage:Customer Asset Management (CAM) stage, which management principle iscustomer-centric and takes customer as enterprise's inner strategic resource:Customer Asset (CA); and attach importance to optimize the allocation of resourcesto improve customer satisfaction/loyalty and its value.There have been tens years since Blatterg and Deighton proposed firstly thenotion of CA in 1996. The study and practice of the field are somewhat scarce, and inthe primary stage. Domestic study on the CAM is also underway, and which maintask is to introduce foreign study results. The theory and tools of CAM are limited:firstly, customer knowledge is not taken as a critical role in the theory and thepractice, and the importance of customer knowledge hidden in the customer'sbehavior is not understood completely. Secondly, be short of studying on thecustomer portfolio' risk and monitoring CA, and also grasping and taking advantageof Voice of Customer (VOC). Thirdly, most research takes CAM as marketing theory,but no effect marketing models or marketing plans are put forward in detail toimprove CA. So, enterprise cries for more effective CA management models andtools.Based on the background, for the sake of improving CAM theory, thisdissertation systematically analyses how customer knowledge is applied to CA, anddevelops the CAM base-on customer knowledge from the followings:(1) Construct the framework of CAM based on customer knowledge, whichemphasizes perfecting the CAM theory by applying Knowledge Management (KM) theory. The paper thinks, in the dynamic competitive knowledge era, that thedevelopment of the CAM theory can't be separated from customer knowledge. CAMsupports knowledge-based competitive advantage; its nature is to discovery and tomake use of customer knowledge to improve customer's satisfaction/loyalty and tocreate customer value. Therefore, the dissertation proposes a CAM framework based-oncustomer knowledge. Then the dissertation mentions the characteristics of the framework anddiscusses customer knowledge' category, sources, managing tools: Business Intelligence and therole it plays in CAM.(2)Customer Segmentation is critical for enterprises to optimize the allocation ofresources, and is the premise to create and transmit customer value when offeringproduct/service. The dissertation stresses the research of Customer Segmentation inCAM, on the one hand, the development of product and marketing are based onCustomer Segmentation; on the other hand, some chapters, such as Intensivemarketing, are also based on Customer Segmentation. The dissertation reviews theconnotation, significance, process and segmentation results' measurement ofCustomer Segmentation. Furthermore, the dissertation compares its methods. Then,the dissertation suggests that segmentation methods give first place to behaviorsegmentation, and demographics segmentation and psychology segmentation aresubsidiary. Because behavior segmentation bases on Data Mining (DM), thedissertation proposes a C-means clustering algorithm based on SOM network. The algorithmcan combine the advantages of both SOM network and C-means clustering algorithms, and lead tosatisfactory clustering results.(3) As to the customer portfolio analysis, the traditional study is primarilybased on customer profitability. The dissertation brings forward the method ofcustomer portfolio analysis from the perspective of risk and return trade-off. Anenterprise can gain promising customer portfolio by adjusting the beta of thecustomer portfolio. Besides, for maintaining and upgrading customer and masteringthe status of CA, the dissertation designs the monitoring indexes to monitor thechanging trend and alternating degree of CA, which can guide enterprise to make planto lead and calibrate customer shifts to form a stable and profitable customer base.(4) Only responding rapidly to customer individual demands, Establishing and maintaining customer relationship, can enterprise survive and develop in acompetitive marketing. The premise of that is to grasp VOC, which is applied to planenterprise's product/service. The vagueness of Language variable gives rise todifficulty when trying to quantify the information. The dissertation brings forwardFuzzy Quality Function Deployment (QFD) to process VOC. And then, for the sakeof guiding enterprise's product/service planning, the dissertation comprehensivelytakes limited resource, business requirements and value gap etc into account.(5)Many scholars take CAM as marketing theory, but the study seldom concernshow to promoting CA by making marketing activities. So, the dissertation proposesIntensive Marketing based on customer segmentation and cross-selling, which canlead to achieve the purpose of CAM.. At last, the dissertation introduces the processof Intensive Marketing with a case of Intensive Marketing of Mobile Value-AddedService.As to research methodology, the dissertation researches the condition and tacticsof CA from the perspective of customer knowledge by comprehensively using CRM,Relationship (Database) Marketing, operational research and BI. Furthermore, in thisresearch, the qualitative analysis, quantitative analysis, theory research, andexperimental research are also used.The dissertation's research result can enrich the theory of CAM, and can instructenterprise's practice, strengthen enterprise's competitive advantage.