A Study On Influence Factors Of Customer Assets Risk Based On Perspective Of Corporate Behavior

Nowadays, with the aggravation of product homogeneity and the market competition,customers will become the key point of market competition, and more and more companiesbegin paying attention to customers’ needs and occupying customers share. From taking“Product-oriented” as the central concept to taking “customer oriented” as the central conceptof a new stage of the customer asset management. In the theory of customer asset management,customers are considered as an important intangible asset and the business and management ofcustomer assets is considered as the core of the theory. The theory of customer assetmanagement optimizes the allocation of corporate resources, builds sustainable competitiveadvantage for enterprises, and establishes a good foundation for long-term stable developmentof enterprises. However, when companies enjoying the tremendous economic benefits fromcustomer assets, they always ignore the protection of customer assets and are lack of a clearunderstanding to the risk that customer assets risk brings. So far, the studies on the risk ofcustomer assets still in the exploratory stage, and are lack of the systematic study in thedefinition and identification about customer assets risk.In view of this point, based on the related theory of the domestic and foreign scholars’research on customer assets risk, firstly this paper definite relevant concept of customer assetsrisk, and analyze its composition and factors more systematically. Secondly, on the basis of theanalysis and introduction of the Cox model, the paper builds a framework system for customerassets risk factors. Again, considering the commercial bank card users as research objects, theauthor conducted a survey in Xi’ an, and the data was analyzed by the methods of descriptiveanalysis and reliability analysis using the statistic analysis software SPSS16.0, and then screen7protectively independent factors via the use of Cox model. Finally, the paper made a numberof policy proposals of commercial banks about asset risk management strategy for managersand indicates the future research direction.The innovation of this paper are: first of all, the paper took the research of risk into thestudy of customer assets, and have combined with the theory of corporate behavior, consideredthe risk of customer assets from the perspective of corporate behavior, and then systemicallystudied the concept of customer assets and composition and influent factors. Second, in thelight of the bank card business of commercial banks, the paper built a framework system forinfluent factors of customer asset risk from the perspective of corporate behavior variables, anddid the empirical study by using the Cox model. Lastly, the paper provided some decisionreferences for commercial bank’bank card marketing management.