Research On Urban Investment Customer Vlaue Appraisal

With the development of world economy, urban melting to global system and confronted with more fierce competition in new order of economy accompanies with productive factors flows in whole world. Urban marketing theory system based on the marketing concepts guide city to gain a competitive edge through building customer value then realizing upper city value lifting mechanism, and becomes the important basis of the city government management in practice. Research on the urban customer and its value are key of urban marketing theory and practice.However, there exists seldom research on urban customer especial urban investment customer in systematically, and there exist theoretical lacks on the urban customer value factors measurement by empirical data, the research can't solve the value appraisal method effectively, and can't solve the measurement of value segmentation in theory, which result the problem that the theory can't solve value appraisal of urban investment customer in city value lifting based on resources put into effectively, and can't provide quantity method to science management for city government in tacit resources managing based on urban customer value appraisal.Therefore, the essay make research on the urban investment customer value appraisal. Define the urban customer and urban investment customer and its value, conclude the research result of urban investment customer, research on the identity of value factors of urban investment customer. Give the value appraisal flow and research on the urban investment customer value appraisal in monetary and non-monetary. Then put up the suggestion for city government resource allocation based on the urban customer value segmentation. The research works and innovation are as following:Firstly, the essay compensates the lacks of customer value appraisal research in the identity of value factors. The essay provides and demonstrates concepts and hypothises about value factors identity in urban investment customer value appraisal by combining reviewing and large-scale questionnaires. And obtains the types and their impact factors about value factors in urban investment customer value. Which provides theoretical foundation for the research on measurement of value appraisal of urban investment customer, and compensates the lacks of value appraisal research in the identity of customer value.Second, the essay solves the problem of monetary urban investment customer value appraisal. The essay provides the monetary value appraisal model of urban investment customer and put forward the method for measurement of discount and customer lifetime, free monetary flow based on compared relative research result. Makes the monetary value appraisal system and get innovation for customer value appraisal in traditional.Thirdly, the essay solve the problem of method for non-monetary value appraisal. Define the non-monetary as the co-existing value and set up the model of urban investment customer co-existing evolution. Analysis the customer lifecycle phase of urban investment customer co-existing, then build the Logistic model of urban investment customer and give the method for estimate the parameters, compensates the lacks of non-monetary value appraisal research and the lacks of theory foundation.Finally, the essay build the value segmentation model and put forward the tactics for government resources allocation. Put up that value segmentation is effective method for urban investment customer value discrimination, then give the tactics for city government resources allocation, solve the problem of lacks of research on city government resources allocation.