Based On The Enterprise Value Of The Assets Tobacco Brand To Win Back Lost Customers Management

As the most precious resources of building enterprise core competitive ability, customers play a more and more important role in the enterprise survival, competition and development. Existing research results found that to win back a loss of customers were more likely than to get a new customer. The loss of customers will bring great losses, while the customers’loyalty can bring a variety of direct and indirect benefits for the enterprise. How to win back the lost customers and actively avoid loss damage is an important problem that the modern enterprise needs to be solved. Therefore, the research of the strategy of winning back the loss of customers at home and abroad has been the forefront problem of customer relationship management.At present, although the academic circles have realized the importance of the win back management of the loss customers and there has quite a few literatures discussed the topics, it has not set up complete theoretical system, and the empirical research based on rigorous theoretical framework is less. What’s more, the existing literatures lack of the research between the win-back lost customers management and the, while only made a single study on the enterprise brand asset’s value. Therefore, this article through combing the theory of customers to winning back management at home and abroad at prophase, and with the help of theories such as customers to win back, customer life cycle management, customer value, and customer satisfaction, we construct the customers to win back model based on the brand assets value of the enterprise and the research hypothesis. At last, we take Yunnan hongta cigarette brand for the empirical research object, and verify the above assumptions from the different angle respectively.In order to exploring the specific mechanism of the loss based on our practice win back customers strategy and enterprise brand assets value, this study adopt different customers to win back strategies and different elements of enterprise brand assets value to hypothesis the directly affections. Based on the324valid questionnaires and interviews, we check out the hypotheses above. In the27hypothesis above,22is tested,5is not verified. According to the results, the enterprise brand value of the asset can be functioned by directly and indirectly role ways:one is through the loss of customers to win back strategy, customer life cycle value of enterprise brand assets directly, the other is a customer value, customer relationship value, customer lifetime value elements such as by customers to win strategy and information strategy, visible demonstration strategy, communication strategy, service recovery strategy indirectly affect the value of enterprise brand assets, at the same time, the place of the main conclusions are as follows:First of all, the academic circles at home and abroad in this research is still in the exploratory stage, win back lost customers management is an important part in customer relationship management and a new research field. This research systematically, scientific and more fully establishes customers to win back mechanism model and enrich and improve the customer relationship management (CRM) customers to win back to management in the field of research.Second, this study by analyzing customers to win back, customer life cycle management, customer value, customer satisfaction theory, combined with the empirical studied customers to win back strategy and enterprise brand assets value of the specific mechanism of action, respectively from different customers to win back strategy with different elements of enterprise brand assets value directly affect the relationship between hypothesis and verification, customer life cycle stages, customer satisfaction and the drain causes hypothesis on the relationship between the enterprise brand value of the asset and verification, for customers to win back management research has opened up a new train of thought.Third, this study combined with Yunnan hongta tobacco cigarette brands as the empirical object for empirical research. Loss to win back customers management at present, the scholars of empirical research is limited to insurance, hotels, telecommunications and other industries, for the loss of tobacco empirical win back customers management first, based on the empirical research results, this paper can provide theoretical basis for tobacco enterprises to implement effective marketing strategies, at the same time, this can also provide reference value for other industry researched customers to win back management.Fourth, the information transfer strategy implied by enterprises has a positive direct effect to its brand positioning, brand loyalty, brand awareness, brand association; the physical display strategy has a positive direct effect to its brand positioning, brand loyalty, brand association; the communication strategy has a positive direct effect to its brand positioning, brand loyalty, brand awareness; service recovery strategy has a positive direct effect to its brand loyalty, brand awareness, brand association.Finally, the loss of customers has significant positive effect in the formation, stabilization, decline of enterprise brand assets value; Implying effective information transmission strategy can regain lost the trust of the customer to the enterprise and indirectly affect the enterprise brand value of the asset; Impact of customer satisfaction to the enterprise brand value of the asset by its loss win strategy adjustment, and with the development of the enterprise marketing center’s well operation, the effect of the customer satisfaction to enterprise brand assets value will become weaker.