Study On Customer Asset Value And Its Realization Mechanism

The competition in modern market mainly reflects in the intense fight for customers. Thus to establish and to keep customer relationship becomes one of the main bases to establish the enterprise's unique competitive advantage. The enterprises start to make use of the asset management to manage customers after the proposal of customer asset concept. In the theory of customer asset, the assessment and realization of customer asset value is the most important composing parts. The enterprises and theoretical field have attached more and more importance to these two aspects. Based on the related studies and researching fruits, these two issues will be studied in depth in this thesis.Firstly, the composition of customer asset value will be analyzed fully in this thesis. In light of the analysis, it is pointed out that purchasing value and non-purchasing value are the two important composing parts of customer asset value. In this way, the single-facet understanding of customer asset value will be extended. Meanwhile the uncertainty of customer asset value will be also discussed.Secondly, based on the comprehensive understanding of the customer asset value, its evaluation indexes system will be established in this thesis. Furthermore, these indexes will be calculated by applying fuzzy comprehensive evaluation. Among these indexes, the measurement of customer purchasing value is the most difficult point. Based on the analysis of current calculating means, the measurement of customer purchasing value will be improved.Lastly the realization mechanism of customer asset value will be discussed in details. It is pointed out that the customer's perceived value is the basic driving factor of the realization of customer asset value. Its motivation and composition will be discussed herein. Based on the analysis of customer life cycle, the realization process of customer asset value will be interpreted and the dynamic controlling tenet of customer asset value realization will be discussed.Considering enterprise culture is one of the main factors to realize customer asset value, enterprise culture will be discussed here to a degree.As an effective tool to improve enterprise's competitive force, currently the customer relationship management based on customer asset theory has been employed more and more extensively. An important premise of the successful management of customer relationship is to assess the customer asset value reasonably and comprehensively and to process the value realization activities with such value, which are directed at the senior customers. The current study is significant for the correct understanding of the customer's asset value, the improvement of successful customer relationship management and the realization of the enterprise value itself.