顾客资产质量评价探析

Quality Evaluation of Customer Equity

顾客是企业经营的核心,在顾客经济时代,顾客资产对企业价值创造的贡献作用日益凸显,将顾客资产作为企业战略资产进行管理,对顾客资产质量进行评价,可以帮助企业更加高效的管理顾客资产这项战略资源,在顾客资产方面形成持久的竞争优势,提升企业核心竞争力,满足企业长期良好发展的需要。研究顾客资产的质量,把握顾客资产质量特征,对顾客资产进行客观分析与评价,可以为企业顾客资产的管理提供决策支持,最优化企业顾客资产,最大化企业价值。对于企业而言,顾客资产质量的评价基于对顾客资产信息的详细记录。我国企业目前电子化信息建设尚不完善,这为企业准确评价顾客资产质量,加强顾客资产管理造成了难以逾越的障碍。

Customers are the center of an enterprise business operation. In an era of customer economy, customer equity contributes a lot to the creation of enterprise value. Managing customer equity as a strategic property and evaluating the quality of customer equity will help enterprises manage the customer equity, a strategic resource; gain permanent competitive edge; improve core competitiveness; and meet long term development demand. To investigate the quality of customer equity, to understand the quality characteristics and to analyze and evaluate the equity will support the decision making of customer equity management, optimize the customer equity and maximize the en- terprise value. The quality evaluation of customer equity is usually based on the detailed information; however, information electronization is often incomplete in most domestic enterprises, causing an insurmountable hurdle in assessing the quality of customer equity and en- hancing the management.