Research On The Optimization Of Customer Resource Value Evaluation Of DH Agricultural Machinery Company

It is common to recruit evaluation agency to assess the fair value of the net identifiable assets reasonably in the Purchase Price Allocation.Customer resource,a special relationship between enterprises and customers in trades,such as purchase and sales contracts,customer lists,information of previous orders will transfer with the mergers and acquisitions of enterprises.It's value comes from the purchasing behavior of products and services,and it determines the value of the enterprises.At present,the research of customer resource mainly focuses on the value management and construction of assessment model to help enterptises hold the customers of high quality and maximize the value.The case research of customer resource by PPA is rare,existing some practical problems need to be solved,such as the assessment of customer retention ratio and the classification of costomer groups.Our paper mainly assess the value of recognizable intangible assets-clients resource from the perspective of practical assessment.At first,we review the prior literature about the valuation of client resource at home and abroad and put forward a question:how to assess its value reasonably on the basis of theory.Then we analyze the applicability of three methods of valuation and suggest that income approach is the best method among the all exiting valuation methods.Finally,the case about DH agricultural machinery company's customer resource is taken as an example to explore the exiting problems in the process of assessment,including the miscalculation of customer loss rate,economical residual service life of client and expected return.In view of the problem above,our paper also puts forward the corresponding optimization method.We use the Probit model to calculate the client retention rate in different life cycles and life curve to assess the residual life of client resource,correcting the abnormal return and getting the contribution of it.We finally compare the valuation outcome before and after the optimization and explain the rationality.This paper aims to optimize the approach of assessing the value of customer resource in order to improve the original case of the assessment of customer resource value and provide reference for practice.