Research On Bank Customer Equity Management Model

The customers are foundation stones for banks' survival and development, as the environment for banks is becoming more and more competitive, banks are changing their focuses on how to get and retain their customer resources, which are also becoming the focuses of the marketing theories researchers.During the research that how to get and retain the customers, the main questions for banks are that how to scale the customers' value and how to translate the customers into banks' equity so that the banks can manage them easier. In the former research, customer's lifetime value (CLV) is the main tool to scale, which means that during the retaining course between banks and customers, how much the customers can provide to the banks. In relevant, many researches in methods and the models about how to scale the customer's life time value come forth. However, as the researches about theories of customers' value developing and the relationship between banks and customers becoming more and more firm, people found that what the customers can provide to the banks were not only the profits. People also doubted about the scaling tool. The new theories in 90^th focused on the research in requirement from the customers, and the result indicated that what customers need is not only products and services, and what the customers provide to banks is not only profits. As a result, some researchers thought that customers can not only provide profits to banks, so it should not be concluded in the conception of customer lifetime value.As a result, the conception of customer equity appeared bit by bit, the customers are regarded as an important equity of banks. Meanwhile, on the Warehouse of the theory of customer lifetime value, some other researchers began researching on the non-profit value of the customers, but they haven't agreed on the inscapes of the customer equity value.Warehoused on the review and summing-up of former research results in this field, this paper put forward a whole system of evaluating, classifying, updating, keeping and managing the bank's customer equity, found a model of bank's customer equity management, and analyses the application of the model in banks.The main content of the paper includes three parts, first of all, learning the research results adequately especially the content that can help finish the paper and then combine the realistic condition of bank in China, so that it can advance some useful viewpoints; secondly, on the Warehouse of former theories results, the paper outline a bank customer equity management frame; at last, the paper also analyses the application of the model of bank customer equity. The author hopes that the paper can provide some ideas for banks' development in China.