Risk Evaluation of Customer Equity under E-Business

摘要

In the Internet economy of the 21st century, E-business has become an efficient competing way by which enterprises can meet the keen competition in the market and promote development of enterprises because it is able to decrease sales cost and raise sales efficiency. Under the circumstance of E-business, the main problem that enterprises have to face is how to manage customer equity efficiently. Customer equity management decides whether E-business can run smoothly. Though enterprises pay close attention to this issue currently, the academic circles have not made some researches in this respect. Because the customer equity management under E-business is different from that under traditional commerce, the deficiency of researches on customer equity under E-business is not favorable for the successful application of E-business in the enterprises, nor can meet the actual requirement for the development of academic circles. Because evaluating customer equity risk under E-business enables enterprises to find out risk that harms the competitive advantage before it is too late, the customer equity risk evaluation under E-business has been chosen to study in this article. And attribute synthetic evaluation system has been applied to the evaluation of the customer equity risk under E-business after concluding the symptoms of customer equity risk, which provides quantitative basis for customer equity risk management under E-business and conduces to the efficient running and the efficiency improvement of E-business.