Study On The Path Of Promoting Enterprise Competition Ability Based On Potential Customer Assets

Today the world is undergoing great changes and major adjustments, grasping the core competitive advantage and improving enterprise competition ability are important ways to realize the value of the enterprise. Under the new economic situation, changes in marketing concepts, making the customer-oriented business competition gradually replace product-oriented business competition, customer assets become a source of business value. Therefore, the study on customer equity has practical significance to enhance the competitiveness of enterprises.This paper regards the potential customer assets as the object of study, analyses relationship between potential customer assets and competitive ability of enterprises. First of all, this paper drives the definition and components define on potential customer assets based on the related theoretical research of customer equity, and in view of the current shortage of customer equity measurement model, providing improved potential customer assets factors model; comprehensively using the methods of field investigation, questionnaire survey and expert interviews, to collect many factors that affect the competition ability to construct enterprise competitiveness index system of potential customer assets; with the help of the interpretation structure model theory and method, analyses the potential customer equity point of enterprise competitiveness factor correlation, hierarchical structure factors influencing the role division and clarify the relationship between the complex influence factors.This article takes Xinyang H Life Insurance Company as an example to evaluate this enterprise’s competitiveness and the existing problems through the SWOT analysis, then constructs the competitiveness evaluation index system and the establishment of the Xinyang H Life insurance competitiveness mechanism, combined with the analysis results of the interpretation structure model; this paper makes an tempirical research on the potential impact of customer equity promotion enterprise competitive ability by means of logit regression model. The results show that, the quality of products and services play a leading role in the system, influence the weight is0.9875, claims timely plays a key role in the system, the weight is0.8653, customers on brand attitude and brand awareness of the importance of respectively0.7762and0.6032, word-of-mouth marketing is an important part of the system, the weight is0.3971. An empirical study on the H Life competitiveness of Xinyang research can guide enterprises to enhance the competitiveness from the perspective of a potential customer assets.Finally, based on the result of empirical analysis, this paper extracts the key influence factors and analyses synergistic effect of combined factors, puts forward some useful countermeasures and suggestions for Xinyang H Life Insurance Company according to the influence of the weight.