Countermeasure Research On Customer Equity Management Of Kangjie Co

With the development of economy, the market competition becomes serious, while the focus of competition is customers, the more high-quality customers, the more benefit. Enterprises exploit many methods which can keep good relationship with customers continuously in order to get more benefit, the goal is to hope customer can create current and future value for themselves, that is to say, they hope the current and future value which customers have create for them are maximum, or alled customer equity maximum. This thesis tries to meet this goal through measurement, evaluation, management of customer equity of Kangjie Co.Chapter 1 mainly introduces the background, significance, research methods and keystone of the thesis, and hope reader can have a basic understanding for the thesis.Chapter 2 wants to make the correction between theories and Kangjie's practice through the theories study of experts and scholars in customer equity, and final goal is to strengthen management of customer equity and improve marketing efficiency.Chapter 3 mainly introduces the current status of Kangjie customer equity, including Kangjie's products and its structure, target market and its structure, status of marketing system, internal and external environmental analysis and customer group analysis. This chapter is the bridge and tache for chapter 2 & chapter 4.Chapter 4 and chapter 5 are the keystone in this thesis. CLV model and formula is designed through analysising driving factors, choosing customer samples, collecting customer data etc. and the CLV of Kangjie 16 typical customers is calculated according to designed model and standard calculation process in chapter 4. Chapter 5 issue the importance of management of customer equity, classifies many customer groups according to CLV and pyramid customer model again, and makes many measurements for different customer groups to guide for customer equity management and marketing activities. Chapter 6 makes conclusions, and explains the limitation of the thesis and next step research plan.