Research On Value Promotion Management Of Customer Asset

With the increasing development of commodity economics, the marketing theory of enterprise has changed from production oriented to customer oriented. Meantime, the administration theory has also changed from product-centered to customer-centered. People have realized that customer asset will be a vital asset of enterprise administration in 21^st Century. Since the profits of enterprise come from customers, it will be the object of enterprise administration that managing the customers as an asset, promoting and maximizing the customer asset.With the core of value promotion management of customer asset, this paper elaborated the basis, models, approach, strategy, case and some other relative problems. Firstly, through the settlement of customer asset conception's background and theories the paper put forward the basis of value promotion of customer asset, including subdivision theory, calculation methods, layered management and so on. Then the paper put forward elements of value promotion of customer asset namely four-dimensional driven model of customer asset. It added the fourth dimension-emotion driven element on the basis of the traditional three-dimensional driven model (including value asset, brand asset and maintenance asset). The four elements made up of the driven model of customer asset. Thirdly, combining with the value calculation methods of customer asset the paper put forward two main approaches of value promotion of customer asset. One of them is cutting down the costs and fees including costs of products and activity costs of customer. The other one is increasing the amount of sale, namely enhancing the amount of customer purchase. Fourthly, according as different driven elements and different customers in each layer the paper made different promotion strategies of customer asset. Customers in platonic layer should be kept and maintained. Customers in gold and steel layer should be improved the value of customer asset. The customers in lead layer should be improved or separated on the basis of customers' information analysis and future trend forecast. Finally, the paper made a further analysis of customer asset's value calculation, layer division and promotion management by making an enterprise case.Besides, value promotion management of customer asset is a kind of comprehensive, complicated and multidimensional administration. The paper also discussed some difficulties and keys in administration, which can enable value promotion management of customer asset much more effective and integrated.