The Construction And Application Of Customer Equity Assessment System

Survival competitive and development of firms are based on customers. In the morefurious environment, companies focus on attracting and keeping the finest customersresources. The topic becomes one of the priorities of some marketing theory researchersin the recent years. But some enterprises will find, though enterprises well meetcustomer's demands, but some customer can bring little profit to enterprise, somecustomer can corrode the profit of enterprises even. So, as a profitability organization,enterprises should not meet customer's demand blindly, but should choose to some extentcustomer, and this need inthe analysis and study on customer value.The concept of customer asset came into being gradually. Customer is their importantasset of firms which bring cash flow in the future. At the same time, some researchersbegan to investigate value of customer except profit value. But their views areinconsistent. We try to explore the value of customer asset by constructing a scientific andthorough evaluation system. In order to prove the effectiveness of this evaluation system,we choose insurance industry as the investigating object. Based on the in-depth interviewwith related qualified people, we expound the measurement index of customer value ofinsurance industry and put forward our research model and related hypothesis. Then, weinvestigate SPSS to analyze the investigation data scientifically.There are five parts consisting the thesis. The paper has introduced the theory aboutcustomer's value in domestic and foreign countries at first, and goes on in detailexpounding the fact to form to customer assets essence, characteristic of value. Theseresults of study have settled solid foundation for construction of customer's assets valueassessment model. As the key part of my thesis, Chapter three and chapter four carry onresearch to customer's assets value assessment from the theory and reality respectsrespectively. In the theoretical research part, the paper has put forward the assessmentmodel of customer's assets value at first by maintaining customer and propose customerperson who maintain and cross metering methods of the sales rate; In the positiveresearch part, the paper takes insurance enterprise as the background, and main suremethod of parameter examine the real example among them to theoretical researchcustomer assets value assessment model that part put forward, the result of inspection hasindicated that the accuracy of the model is assessed. Finally, the paper summarized theresearch results in the fifth part.