B2b Customer Asset Value Evaluation System Research

Survival and development of firms are based on customers.In the more furious competitive environment,companies focus on attracting and keeping the finest comstomer resources. The topic becomes one of the priorities of some marketing theory researchers in the recent years.Among these researches how to measure the value of customer is a key issue. In the past, customer lifetime value(CLV) is the main mesurement of the value of customer. CLV means the net profit or loss to the firm from a customer life of transactions of that customer with firm. Many researches about measurement and models of CLV appeared. Howerer, people find customer supply more thanprofit with the in-depth invesitgation of keeping customer and development of customer relationship. At the same time, development of customer value(CV) research make people question CLV. CV focuses on customer demands, the outcome implies: customers need more than product and sevice and pay more than money. Impelled by CV research, some researchers point out value of customer can't be totally included in the context of CLV.The concept of customer asset(CA) came into being gradually. Customer is their important asset of firms which bring cash flow in the future. At the same time, some researchers began to investigate value of customer except profit value. But their views are inconsistent. We try to explore the value of customer asset by constructing a scientific and thorough evaluation system. In order to prove the effectiveness of this evaluation system, we choose IT MALL industry as the investigating object. Based on the in-depth interview with related qualified people, we expound the measurement index of customer value of IT sales industry and put forward our research model and related hypothesises. Then, we investigate some sample firms by questionnaire, and SPSS to analyze the investigation data scientifically. The result proves most hypothesis and modify others.The content of this research includes three parts. Firstly, based on the formerly researches we put forward the construct system of value of customer asset In B2B. Secondly, based on the interview, we construct the evaluation system of customer asset value for IT MALL industry, and investigate our hypothesis by questionnaire and statistical analysis. Thirdly, based on empirical study, we make a further analysis and exploration for the application of evaluation system of customer asset value.