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Study on Enterprises′ Marketing Strategies Based on Customer Equity

Jie Gao

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Abstract

Customer Equity is becoming a new resource for enterprises' competitive advantages under the new competitive environment.This paper puts forward amendments for marketing objectives,marketing activities,and marketing strategies which enlighten enterprises on only regarding customer as the most important management resource and reflecting this idea in the marketing strategies can they hold on to a dominant position in the complicated competition.

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What this paper is about

Customer Equity is becoming a new resource for enterprises' competitive advantages under the new competitive environment.This paper puts forward amendments for marketing objectives,marketing activities,and marketing strategies which enlighten enterprises on only regarding customer as the most important management resource and reflecting this idea in the marketing strategies can they hold on to a dominant position in the complicated competition.

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Available abstract

Customer Equity is becoming a new resource for enterprises' competitive advantages under the new competitive environment.This paper puts forward amendments for marketing objectives,marketing activities,and marketing strategies which enlighten enterprises on only regarding customer as the most important management resource and reflecting this idea in the marketing strategies can they hold on to a dominant position in the complicated competition.

Key concepts: Business, Marketing, Marketing management, Marketing strategy, Return on marketing investment, Marketing effectiveness, Position (finance), Digital marketing

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