Marketing operations and the value of client assets.doc

 PAGE \* MERGEFORMAT 17 Marketing operations and the value of client assets Understanding of the three elements of client assets Customers Perspective asset value of the enterprise. Customer assets include three key elements: the value of assets, brand equity and relationship assets. With the pervasive influence of marketing concepts, and enterprise products for the corporate brand and the value of brand awareness advertising, business understanding of brand equity for a certain depth. enterprise client assets for the other two elements of the composition, value assets and relationship assets, but little is known about. If the brand than to the subjective evaluation for enterprise customers, then the value of assets rather provided to customers for the objective evaluation of products and services, while the relationship between business and customer assets, is the emotional intimacy. Growth of continuous innovation create lasting power of enterprise Companies that rely solely on cost reduction and process reengineering, can not be sustainable development. Enterprises can only innovation development. No matter what aspects of innovation from both companies is to promote technological innovation or business model innovation, the only effective measure of business innovation external indicators of business performance is growing. business innovation indicators to measure the effective recognition of the customer. Customer asset management business organic growth focus All of the growth in business comes from customer’s contribution to the future. From the external indicators of point of view, is the corporate sales revenue, profitability and market share growth. But from the internal indicators point of view, often there are two cases, a growth to Since the natural growth of customers, the other is the customer’s organic growth. in the product introduction of and rapid growth, as well as less market-oriented early stage of development, natural growth i