Research On Valuation Of Customer-Related Assets Based On Multi-period Excess Earnings Method

In recent years,competition between enterprises has become more and more fierce,and the form of competition has become more diverse.One of the most important forms is to compete for high-quality customer resources and establish good customer-related assets to gain more for enterprises.Profits to enhance competitive advantage.For the enterprise,customer-related assets is one of its important intangible assets and plays a vital role in its development.Therefore,it is increasingly necessary for companies to explore the value of customer relationships and to develop customer relationship management measures accordingly.In addition,with the prosperity of the market economy,various transactions related to intangible assets of customer-related assets have gradually entered the field of vision.Enterprises can sell their customer-related assets externally for various considerations,and customer-related assets value evaluation is customer relationship assets.The premise of trading.This paper begins with a detailed and comprehensive description of the customer-related assets from the concept,characteristics,categories,transfer methods,etc.,and then focuses on the customer life cycle theory and customer segmentation theory,and evaluates the current customer-related assets value.This paper expounds the three traditional methods of value evaluation of customer relationship and the commonly used customer life cycle value method,analytic hierarchy process,regression analysis method and multi-period excess earnings method,and analyzes the advantages and disadvantages of various methods.The period excess income method evaluates the rationality of the value of customer relationships.Then,based on the characteristics of customer-related assets,a multi-period excess earnings model of customer-related assets is established.The customer churn rate is introduced into the evaluation model to reflect the dynamic process of customer relationship.At the same time,the application conditions of the model are discussed.The determination of important parameters such as customer-related assets costs,other contribution asset returns,and discount rate in the model was also analyzed in detail.In the empirical part,this study is based on the customer-related assetsthat company BM intends to transfer to the outside world.Through the analysis of customer data for three consecutive years,various forecasts are made based on this,and the multi-period excess earnings method is used for evaluation.At the same time,this paper innovatively divides the value of customer-related assets,distinguishes customers at different levels,calculates the loss rate according to the characteristics of customers in each customer life cycle,and determines their remaining economic life.Then,predicts each parameter.The case is used to verify the operability of the multi-period excess earnings method for the evaluation of customer-related assets value,in order to provide value reference for various economic behaviors of customer-related intangible assets,and also provide reference for enterprises to establish a perfect customer relationship management system.