The Study On Customer Equity Management Based On Customer Segmentation

Administrating the customer as enterprises' asset,is not only a new theory which proposed by academes according to predecessor's theory and the marketing practice,but also the urgent demand of enterprises who are adopting customer relation management strategy and implementing the CRM platform.The marketing strategy developed from product oriented to market oriented,and then to customer oriented,and the core which the enterprise manages also evolves from the product management to the asset management,and then to customer management.During this process,the customer equity gradually becomes the key strategy asset of enterprises.