Research on the customer equity measurement of Harbin's Wal-Mart

摘要

Customer equity measurement is the foundation of customer equity promotion. In order to promote customer equity, we must have precise measurement of it. However, existing customer equity measurement models presume that market demand scale is constant, which is actually not in line with the market. Using this model to measure customer equity will lead to great error. So, this paper chooses customer equity measurement model under the condition of mutative demand market scale to measure the customer equity of Harbin's Wal-Mart. The authors first establish an index system, then data are collected through a sample survey based on the index system. The principal component analysis and logistic regression are carried out on the data to measure customer equity, and the result shows that this model can make more accurate measurement of customer equity, which is of great theory significance and will be helpful to the customer equity promotion of retailing industry.