The Research On Customer Capital Of Chinese Enterprises

With the abundant development of market economy, the progress of science and transition of the market structure have aggravated the competition between enterprises. The business activities of enterprises have been influenced by more external environment condition. The different advantages of exclusive resources are more difficult to last inside enterprises. Relying on inside exclusive resources to promote enterprise's key competitiveness is impacted by a great deal of factors and challenge. Enterprises need to seek to exclusive resource that is constant joint efforts, and customer capital is exactly the key resource of enterprise in the new economic situation. So, it seems particularly important to strengthen the control over the customer capital. Some large-scale enterprises of China have already made certain ground performance by using the marketing theory on scientific customer capital, intensively using rare resources, validly moving about marketing and cultivating the sustainable competition. However, most of Chinese enterprises have ignored external customer resources of enterprise, especially customer capital of enterprise formed by patron.To the questions that exist in customer capital management of our country, the thesis has system summarized them, and utilized the theory on customer capital to analyze the reason one by one in order to correctly put forward to the corresponding countermeasure according to the concrete conditions of enterprises of our country. Preceding with the composition of customer capital, by AHP and FCE this text has established the model to evaluate the state of the overall customer capital and his detail index. It offers science decision basis to asset the customer capital of enterprise, and then points out the weakness among the index. How to manage the customer capital effectively and system has been discussed in the last chapter. How to deal with the key customer is discussed firstly, and then the relevant content of inside strategy and external strategy respectively, on thebasic of which domestic and foreign chaining of strategy is set up to execute the concrete action.