The Impact Of Marketing Activities On Different Levels Of Customer Equity

Customer is one of the most important strategic assets of enterprise, and competition inthe market also revolves around customers. In order to maintain valuable customers andachieve a lasting competitive advantage, the enterprise has to improve customer satisfaction,loyalty, and to improve customer value. Study reveals that driving factors of customer equityare based on the various marketing activities that the Enterprise implemented, but not allmarketing activities are effective impact on the customers, and even some Inappropriatemarketing activities may hinder the implementation of the customer’s purchase intention. Inaddition, not all customers can create value for enterprises, so enterprises should focus onpreserving and maintaining the customers who are highly profitable for enterprises and withhigh loyalty, giving up the low-profit customers. From this point of view, accuratesegmentation about different types of customer equity is particularly important. How toimprove customer equity is an important issue. To clarify this issue, we must gain a clear ideaof how marketing activities affect the different levels of customer equity. This issue is notonly a novel theory of the research on the customer equity, but also a very important practicalproblem for Enterprises to improve profits.To solve the problem of improving customer value, the core purpose of this paper is toconstruct a structural model of the impact of marketing activities to customer equity (differentlevels) and confirm it. The first part is the theories. Through a review of the basic theory ofcustomer equity, the paper reveals the marketing activity is the ultimate driver of customerequity. Further research on the breakdown of the customer equity makes the base of effectiveimplementation of marketing activities. The theory review of impact on marketing activitiesto customer equity makes the basic theoretical framework for the empirical research. Next,the paper builds the concept model and proposed the empirical hypothesis through theanalysis on the impact of marketing activities on the different levels of customer equity.This paper gets the sample data of the banking industry by Survey, and Analysissoftware is AMOS7.0. The author get the impact of marketing activities on the of differentlevels of customer equity by analyzing the impact of marketing activities on satisfaction ofdifferent customers, namely, customers of Heavy lead layer, customers of steel layer,customers of gold layer, customers of platinum layer. The results showed that: there are significant differences among the impact of the various marketing activities on differentlevels of customer equity.The first innovation of this thesis is From the combination of marketing strategy pointof view, the trial of seven marketing activities on four levels of customer assets.The firstinnovation of this thesis is trying to build the structural model to make comparative analysison the impact of marketing activities on the different levels of customer equity.