A Study On The Improvement Of Customer Equity Measurement Model And Application

With the evolution of market, there are increasing difficulties in companies operating practice. The marketing have changed and face challenges. Traditional marketing theory has been questioned, and the produced in this background. Integrating marketing theory, relationship marketing, brand equity and service marketing theory, customer equity theory is a new study of formation. "Customer" is no longer just the starting point of marketing activities, and become internal resources of companies, which is continuous, different and can be operated, that customer assets. Customer assets can quantify the benefits of marketing activities, customer relationship management and brand asset management, is the key point of an enterprise value adding and improvement of core competitiveness. Therefore, how to measure customer equity, is not only the first problem to be solved in enterprise management, but also focuses of academic research on customer equity theory.Both existing and potential customers are business customers, and they are all reliable source of enterprise revenue. Potential customers can be regarded as an asset, the enterprise can improve customer total equity by managing potential customer Equity. Based on previous studies, first customer equity theory is reviewed, and shortcomings of previous studies were summarized. Second, the formation mechanism of potential customer equity, concepts, composition and properties was discussed. Then, the customer equity driver factors were presented, and the definition of the potential customers, potential customers purchase intention were introduced. With the influencing factors of potential customers purchase intention, this paper made the analysis of the formation mechanism of customer equity, and defined the potential customer, compared the composition and properties of potential customer. According to the composition of potential customer equity, and the analysis of the drivers of potential customer equity, this paper put forward an improved model of customer equity drivers.Based on the improved model of customer equity drivers,this paper also improved the accepted customer equity measurement model- marketing revenue model. The method of potential customer lifetime value calculating was proposed, and the calculation of the potential customer equity was added into the marketing revenue model, which is based the model of four dimensions drivers of customer equity. Integration of potential customer equity calculation has improved lack of model in potential customer assets calculation. As mobile users for example, the improved model of customer equity measurement was use to practical application. In the application, both the potential customer and real customer equity of mobile company was measured, and the measurement results were analyzed.This paper's research method is a combination of qualitative and quantitative. With customer equity theory and potential customers purchase intention study, the concept of potential customer equity, formation mechanism, composition and properties was put forward. Drivers of potential customer equity were analyzed, and conceptual model of customer equity was made improvement. At the same time, based on qualitative research on the potential customer equity measurement model, the calculation of customer lifetime value potential method was proposed to improve, and was integrated into the existing customer equity measurement model - four-dimensional driven marketing revenue model. New model improved the lack of original a measurement model in the measurement of the potential customer equity, and can enhance the customer equity measurement of enterprises and provide a more effective method to management customer equity.