Positive Research on the Model of Customer Equity Measurement Based on Brand Utility

摘要

In the research field of customer equity there are many relative mathematical models. However, all of the existing models assume that one firm only has one kind of brand or product, which results in the consequence that they can't take account of cross purchase as well as reputation publicizing, therefore the customer equity of the firm is underestimated systematically. Having comparatively studied the existing models of customer equity measurement, this paper comes in for the theory of Return on Marketing Model that is treated as the most advanced model among the existing ones and then establishes a model that can take cross purchase and reputation publicizing into consideration, which to some extent increases the accuracy of customer equity measurement. The improved model has retained from original model the advantage that it is applicable to many industries such as airline industry and retail business and can model not only competition but brand switching as well, which assures that it's in accordance with reality. In order to verify maneuverability and applicability of the improved model, this paper selects one of the mobile communication enterprises in China as research object on the customer equity of which a positive research is carried through on the basis of four-dimensional formation model of customer equity drivers and the character of customers in mobile communication business. The results show that the improved model is applicable to the field of mobile communication, in addition to which brand inertia has the greatest impact on brand choice with ad awareness and investment in loyalty program in the second place. The results also indicate that it is feasible to treat cross purchase and reputation publicizing both of which have significant impact on brand inertia through logistic regression analysis as the perception-related drivers.