Build Competitive Advantage Based On Customer Equity Research

The paper considers that the effect of the way that enterprises obtains the competitive advantages by unilaterally making use of the traditional industry structure theory or resource and capacity theory, but custom equity theory expatiates the importance sense of customers to enterprises operating activities from the viewpoint of the asset, which lays stress on the mutual communication between enterprises and customers and considers that customer equity is the key resource for enterprises to foster core competitive capacity and to build competitive advantages. The paper sums up the key steps to build competitive advantages by traditional theory from the common logics of building competitive advantages, and brings forward to competitive advantages building construct with the center of customer equity according to traditional theory. That' s to say, enterprises can starts with distinguishing customers and affirms customer equity by analyzing their payoff and loyalty degree, based on which enterprises carries out competitive strategies with the core of customer equity and resolves the adjust of organization structure, and completes the internal resource collocation combined with customer equity share. On marketing tactics, enterprises can obtain, reserve and exchange customer equity by all kinds of measures, in order to make it most and to acquire competitive advantages.