Composition and Measurement of Customer Equity.docVIP

 PAGE \* MERGEFORMAT 24 Composition and Measurement of Customer Equity Summary: Customer Asset presentation is based on the customer can continue to create value for the enterprise. In this paper, the understanding of customer lifetime value and calculation method of proceeding, from the type of customer value and customer type two-pronged analysis of different customers may create different values to try to analyze the structure of customer assets, and methods of measurement. Keywords: Customer assets, composition, measurement Customer assets proposed is based on the various elements of production and operation, only customers (loyal customers) can continue to create value for the enterprise (Wang Tao, etc., 2001). As the business operations and the development of environmental uncertainty increases, some scholars have begun to consider the use of customer assets to integrate the enterprise’s internal resources (capacity) and the external environment, trying to re-Customer Equity-oriented business processes, and make full use of customer assets, the impact various external forces, in the operation and management of customer assets in the process of the formation of lasting competitive advantage (Wang Tao, 2002). Customers, however, once an asset necessarily need to be measured and calculated, otherwise, the theory also lost its practical significance. The value of customer assets, that is, all customers of the lifetime value of the total value. In this paper, the current understanding of customer lifetime value and calculation method, analyzes the value created by customers might try to analyze the structure of customer assets, and methods of measurement. First, understanding of customer lifetime value and measurement Customer lifetime value in the earlier study, Reichheld (1996) are more representative of the concept of meaning, his view of Customer Lifetime Value is defined as the maintenance conditions