The Research On Influential Factors Of Customer Equity Value About Economy Hotel Industry Home Inn As An Example

With the rapid development of commodity economy, the competition between enterprises is growing. The role of customers also changed accordingly in the market activity, from the passive role to the positive one, and customer as the center of customer assets is gradually replacing brand assets oriented by product. The great changes in this marketing concept also indicates the original customer relationship management (CRM) has not adapted to the current development of market economy. A new theory on the management of the customer was needed to better guide the enterprise to carry its management activities. Customer Lifetime Value (CLV, Customer Lifetime Value) the relevant theory was born in such historic background. Customer Lifetime Value management also got great attention of the scholars and enterprise managers. The birth of CLV theory indicates the relationship between the enterprise and the Customer has entered a new stage.The relationship between CLV and its influencing factors is the main research contents of the article, combining with the characteristics of economy hotel industry, which has got a rapid development in domestic market, and with the customer management. The paper analyses mainly from the following four main influence factors of CLV and the four key elements of its value source. As a case study of Home Inn, the relationship between the influence factors of CLV and the influence degree of the source elements for Home Inn was mainly analysed. In combination with the management of Home Inn Hotels, we practice to build the concept model of CLV for Home Inn, and put forward the assumption of propositions.This paper mainly adopts following methods such as literature research, questionnaire investigation and quantitative empirical research, to discuss CLV influencing factors of economy hotel and get the conclusion.The research results show that influence degree of factors, like high cost-effective, convenience, brand effect, brand moral, customer returns, customer trust, mutual purchase, mouth effect, are not identical. High cost-effective effects CLV greater than convenience significantly. Brand effect is more important than brand moral to CLV. Customer trust works much more significantly than customers return. The mouth effect effects CLV significantly greater than cross purchase. Brand equity, value equity, relationship equity and knowledge equity interact between each other, and all influence CLV of Home Inns. The important degree of eight questionnaire measurements above to the four source elements, recommended value, mouth value, repeat purchase and premium purchase, is also different. Accordingly, mouth value and recommended value should be brought important attention by the enterprise managers, so as to make the maximization of enterprise benefit.