Trust Company Customer Asset Management Study

In 21^st century, along with the arriving of new economy era characterized with network and knowledge economy, the world steps into the era of information and personalization. Contrasts to traditional economy, many prominent changes are happening to the new economy. The customers need more personalized products and services and their demands become more and more diversified. These changes require that enterprises pay more attention to the customers and erect the management idea of centering customers, understand customers more deeply, set up and develop long-run relationship with customers, cultivate and consolidate customer faithfulness. More importantly, customer is not only the resource of the enterprise but the core asset that can be managed. Continuous cultivation and management of customer equity could help enterprises acquire competition superiority.It has been the essential issue of the trust industry -one of the four financial backbones- that the customer equity could be studied and managed well especially under the situation of vehement competition among the financial industries for the reason that it is the only cusp industry across money market, capital market and industry market. Whether the trust company has its steady and sincere customers and studies, cultivates and manages customer equity carefully is the key point of persistent development.This essay gives a completely new management idea which can help trust industries use the customer resources to satisfy the customers and raise the ability of gaining more profits for it studies customer equity and provides a system of collecting, analyzing and utilizing customer information to help the trust company use its customer resource and widen its market. Firstly, this article studies some basic theories of customer equity management and some valuable definitions and characters, which include the composing and driving factors of customer equity value capital, brand capital and maintaining capital and their sub-driving-factors. Secondly, according to the status and characters of trust industry, some issues of customer equity management are analyzed, such as the classification, capture and maintaining of customer equity of the trust enterprises. Some useful solutions and measures are given in this part. Finally,...