In real life, when we assess the comprehensive competitive strength of a printing company, in addition to examining its technical equipment level and management level, we must also pay attention to the market share owned by the company, that is, the company's customer resource indicators. Foreign companies are willing to cooperate with Chinese companies. They value the huge market potential of China, not other factors. In fact, in today's society, equipment, investment, and capital are all available through the market, and only market share means that customer resources can only be created by companies themselves. Because of this, marketing capabilities, that is, the ability of companies to acquire customer resources, have been increasingly taken into account as an important aspect of reflecting the company's core competitiveness.
Under the conditions of a market economy, customer resources are very important. We all agree with this understanding, but if we say that customer resources are also corporate assets, and printing companies are also involved, some people will not agree. The author believes that customer resources are not only corporate assets, but also one of the special and extremely high-value assets. As an asset, customer resources can also increase their value through certain management activities, thereby realizing the added value of the company's overall value.
First, customer resources are one of the company's most valuable assets under market economy conditions.
In the planned economy era, the relationship between printing companies, publishing companies, and other customers was seen as a collaboration unit. At that time, the printing company was the emperor's daughter. Under the conditions of market economy, fierce competition will enable companies to “find the rice†and form a customer = living source = business survival, customer resources are very important to be recognized, the customer as a resource can show that we are in the past and the past The determination to make a complete break, but if we say that customer resources are corporate assets, I believe many people do not necessarily agree. In fact, from the nature of assets, it can be seen that customer resources should not only be corporate assets, but also highly valuable assets in modern printing companies.
What is an asset? The definition of assets in China's accounting standards is: economic resources that are owned or controlled by an enterprise and can be measured in monetary terms. To sum up, assets have the following characteristics: (1) Assets are the result of transactions or events that occurred in the past; (2) Assets can be measured in currency; (3) Assets must be a certain entity (the main form of the entity is the enterprise) Ownership or control; (4) Assets can bring future economic benefits to the company; (5) Assets are a resource. Now that our country has entered the WTO, look at the international definition of assets. The “Financial Statement Editing Framework†published by the International Accounting Standards Board in 1989 defines assets as assets that are controlled by past events and are expected to bring in future economic benefits to the company. When the US Financial Accounting Standards Board discusses accounting elements in the concept of financial accounting, it defines assets as: Assets are the expected future economic benefits owned or controllable by an accounting entity.
From the above definitions, it can be seen that although assets have many characteristics, the most essential feature is that assets are the future economic benefits, that is, alone or in combination with other assets, have the direct or indirect contribution to the company's future net cash inflows. Ability. In theory, customer resources do have the value characteristics of assets. Therefore, customer resources are also printed enterprise assets.
Second, customer resources as corporate intangible assets management
Customer resources as assets, to be exact, are managed as intangible assets. According to the morphological division, assets are divided into two categories: tangible assets and intangible assets. As the proportion of intangible assets in the total assets of the company is increasing, the scope of intangible assets is also expanding, from the mark to the relic. Going to technology/high testosterone development to customer resources, human resources needs, some intangible assets have been listed on the balance sheet, some of the cover has not been reflected in the table, which led to the development of intangible assets The use of it reduces the overall standard of professionalism.
We analyze the economic activities of self-financing companies, and it is not difficult to find that, in addition to financing Z, customer resources are Huaiyi D who ultimately realizes transactions and gains inflows. If there is no customer resource from the Brush business, then the main economic activities of the company will be suspended. The current customer resources are the result of direct and indirect investment in the cultivation of customer resources. They are in line with the requirement that “assets are the result of past transactions and events.†For printing companies, customer resources are the same as other capitals of enterprises. It is also an indispensable economic resource for the final completion of production and business activities; customer resources can also be measured in terms of currency. For example, when calculating the value of a publisher, it is assumed that a journal has been printed, and the number of copies of this journal has been granted. If the wager is measured in currency, then the customer's value in this order is intuitively expressed. And long-term, stable cooperation is even more valuable. After analyzing the above, we can see that customer resources fully possess the characteristics of assets. So customer resources are assets and they are one of the most valuable assets for printing companies. Formally, customer resources are intangible. Therefore, when they are managed as assets, they should be included in the category of intangible assets and managed as intangible assets.
Third, customer resources are undeveloped capital, and capital is resources that are developed and utilized.
As a resource, the customer is not the ultimate goal we have to reach. It is not enough to just use it as a resource under market economy conditions. We know that for resources—whatever it is—it’s how people lose blood and have a lot of alarm. Go to use, rarely worry about anything else. But if we think of resources as a kind of capital to think about it, no matter what, the first thing that you think of is definitely to increase profits. Therefore, the author believes that in the book market under the economic conditions to be aware of the high price of customer resources, ZM due to brush the company and the treasure is tied to life, Wu will be customer resources as asset management, not only to include rhinoceros invested in it, but also Deadlock to develop and use its price rigidity. It should be said that taking customer resources as corporate assets and managing them as intangible assets is the touchstone to test our understanding of the true market economy.
Customer resources For a printing company to have the same value as other assets, it must also meet the following two conditions. First, customer resources must be truly owned by the printing company and "controlled" by the company. In real life, many printing companies have a large number of customer groups, but if they analyze a substantial proportion of the resources and related information about their customer resources are almost owned by the business operators, but not really owned by the company, they are not Business controlled. Therefore, these customer resources are extremely unstable, not truly corporate assets, but only the personal wealth of a few individuals or business personnel. Second, the value of customer resources can only be used as an asset if they are effectively promoted and fully utilized. Many printing companies already have complete customer resources, and can "control" for a longer period of time, and have also established a complete customer profile, but they only stay in the general management and have not effectively developed and utilized it. Obviously, such customer resources still cannot become the real assets of the company, and naturally it cannot fully exert the value of real assets. Assets only add value when they are constantly used and flowed, as well as customer resources, a special asset.
The implementation of database management on customer resources is the basic work for realizing and enhancing its price promotion. The main contents of a relatively complete customer database include: the customer's basic situation table, customer complaints statistics, the company's main competitors and situation tables. The data in the customer data provides the printing company with an understanding of the customer's situation, the improvement of the service level, the fostering of a good relationship with the customer, and the promotion of the increase in the customer's resources. A more complete customer data can be output at the same time in the following table: summary list of potential customers, completed customer summary and schedule, customer access management table; customer loans and receivables and schedules, customer's position in the industry, Economic strength and so on. It is not difficult for a printing company to establish a customer resource data. The key is how to continuously update the information in the data and make good use of the useful information provided by the data in order to win more cash inflows from customers and thus increase the value of customer resources. And the entire enterprise should be in the marketplace.
Fourth, the main way to enhance the value of customer resources
In general, the major income and profits of a printing company are mostly from old customers. Therefore, to enhance the value of customer resources, mainly for old customers. According to different strategies, it will enhance the value of its customers and create greater cash inflows for the company. In general, the main means for printing companies to increase the value of customer resources are:
1. Filter customer resources and focus on core customers. For an integrated book printing company, there are usually major customers such as books, periodicals, and zero marks. These customers can also be divided into long-term, longer-term, medium-long-term, short-term cooperation customers; they can also be classified as stable and stable. , unstable customers and so on. In short, no matter how to be used to categorize and classify, the key is to implement key management for major customers and put more manpower, material resources and financial resources on them in order to get orders and create more cash inflows from them. Of course, for those customers that have not been included in the key management categories, they cannot easily give up. Only the frequency and magnitude of management are different and they cannot give up necessary management and services.
2. Implement dynamic tracking management of customer resources. The customers of printing companies are always in the flow. Even if they are the same customers, their demands for product processing and services are continuously changing. Therefore, the company must adjust the customer objects of key management at any time depending on the situation, rigid or rigid management methods. It is difficult to receive good results. The key is to continuously and timely update the information in the customer database and evaluate the customer based on this information in order to adjust the customer's category at any time.
3. Regular two-way communication with customers. This is an important part of enhancing the value of customer resources. Printing companies should actively communicate with customers and let customers feel that they are not only business-to-business, but also buying and selling, and more closely related to close relationships and friendships. Communication is very human-oriented, and friendship is promoted. Each communication is a friendship. The major celebrations of the client unit, traditional holidays and changes in the leadership and personnel of the competent business departments are all opportunities for communication. Some printing companies communicate well with their customers and do not only have a good relationship with the leadership, but also maintain close contact with the relevant editorial office, publishing department, financial department, etc., in order to win the order, processing the whole process and timely recovery There is a harmonious atmosphere in the payment and other aspects. This has all-round advantages in competition with other companies and forms competitiveness. Printing companies should actively provide the latest printing information in their communication with customers. Whether it is printing equipment, materials, or new things emerging from craftsmanship and technology, they are obliged to help customers' printing management personnel to make up for the lack of experience in this area. Understand the unpleasant, not many defects, let them grasp the information and use it, to help customers in their own industry in their ability to help. Outstanding and in place communication not only maintains customer resources, but also enhances its value to the enterprise, giving companies a steady stream of orders and creating more goodwill.
4. Extend customer service to create more cash inflows for the company. This is an important means to increase the value of customer resources and increase the cash flow of enterprises. When a printing company develops a new customer, it means that it is possible to create a steady flow of living resources, that is, an endless stream of cash flow opportunities. It is necessary to regard the first transaction as the beginning of a transaction with customers rather than ending. . Perhaps the first order of a new customer is small or even unprofitable. This situation may be due to the fact that new customers have temporary difficulties in funding, and they may also have “throwing stones†factors. In the course of his search for a new partner, regardless of factors, as long as he can win the trust of his clients and cooperate with him, there will often be bigger business opportunities in the future.
Customers are looking for the cooperation of printing companies attach great importance to printing the level of production and the length of the delivery period of the publication, printing quality and so on. This raises the basic conditions for printing companies to have high quality, new processes, short cycles, low costs, and good services. This is a prerequisite for extending customer service. Customer's process requirements, use of materials, cost of labor, etc. before printing a book
Under the conditions of a market economy, customer resources are very important. We all agree with this understanding, but if we say that customer resources are also corporate assets, and printing companies are also involved, some people will not agree. The author believes that customer resources are not only corporate assets, but also one of the special and extremely high-value assets. As an asset, customer resources can also increase their value through certain management activities, thereby realizing the added value of the company's overall value.
First, customer resources are one of the company's most valuable assets under market economy conditions.
In the planned economy era, the relationship between printing companies, publishing companies, and other customers was seen as a collaboration unit. At that time, the printing company was the emperor's daughter. Under the conditions of market economy, fierce competition will enable companies to “find the rice†and form a customer = living source = business survival, customer resources are very important to be recognized, the customer as a resource can show that we are in the past and the past The determination to make a complete break, but if we say that customer resources are corporate assets, I believe many people do not necessarily agree. In fact, from the nature of assets, it can be seen that customer resources should not only be corporate assets, but also highly valuable assets in modern printing companies.
What is an asset? The definition of assets in China's accounting standards is: economic resources that are owned or controlled by an enterprise and can be measured in monetary terms. To sum up, assets have the following characteristics: (1) Assets are the result of transactions or events that occurred in the past; (2) Assets can be measured in currency; (3) Assets must be a certain entity (the main form of the entity is the enterprise) Ownership or control; (4) Assets can bring future economic benefits to the company; (5) Assets are a resource. Now that our country has entered the WTO, look at the international definition of assets. The “Financial Statement Editing Framework†published by the International Accounting Standards Board in 1989 defines assets as assets that are controlled by past events and are expected to bring in future economic benefits to the company. When the US Financial Accounting Standards Board discusses accounting elements in the concept of financial accounting, it defines assets as: Assets are the expected future economic benefits owned or controllable by an accounting entity.
From the above definitions, it can be seen that although assets have many characteristics, the most essential feature is that assets are the future economic benefits, that is, alone or in combination with other assets, have the direct or indirect contribution to the company's future net cash inflows. Ability. In theory, customer resources do have the value characteristics of assets. Therefore, customer resources are also printed enterprise assets.
Second, customer resources as corporate intangible assets management
Customer resources as assets, to be exact, are managed as intangible assets. According to the morphological division, assets are divided into two categories: tangible assets and intangible assets. As the proportion of intangible assets in the total assets of the company is increasing, the scope of intangible assets is also expanding, from the mark to the relic. Going to technology/high testosterone development to customer resources, human resources needs, some intangible assets have been listed on the balance sheet, some of the cover has not been reflected in the table, which led to the development of intangible assets The use of it reduces the overall standard of professionalism.
We analyze the economic activities of self-financing companies, and it is not difficult to find that, in addition to financing Z, customer resources are Huaiyi D who ultimately realizes transactions and gains inflows. If there is no customer resource from the Brush business, then the main economic activities of the company will be suspended. The current customer resources are the result of direct and indirect investment in the cultivation of customer resources. They are in line with the requirement that “assets are the result of past transactions and events.†For printing companies, customer resources are the same as other capitals of enterprises. It is also an indispensable economic resource for the final completion of production and business activities; customer resources can also be measured in terms of currency. For example, when calculating the value of a publisher, it is assumed that a journal has been printed, and the number of copies of this journal has been granted. If the wager is measured in currency, then the customer's value in this order is intuitively expressed. And long-term, stable cooperation is even more valuable. After analyzing the above, we can see that customer resources fully possess the characteristics of assets. So customer resources are assets and they are one of the most valuable assets for printing companies. Formally, customer resources are intangible. Therefore, when they are managed as assets, they should be included in the category of intangible assets and managed as intangible assets.
Third, customer resources are undeveloped capital, and capital is resources that are developed and utilized.
As a resource, the customer is not the ultimate goal we have to reach. It is not enough to just use it as a resource under market economy conditions. We know that for resources—whatever it is—it’s how people lose blood and have a lot of alarm. Go to use, rarely worry about anything else. But if we think of resources as a kind of capital to think about it, no matter what, the first thing that you think of is definitely to increase profits. Therefore, the author believes that in the book market under the economic conditions to be aware of the high price of customer resources, ZM due to brush the company and the treasure is tied to life, Wu will be customer resources as asset management, not only to include rhinoceros invested in it, but also Deadlock to develop and use its price rigidity. It should be said that taking customer resources as corporate assets and managing them as intangible assets is the touchstone to test our understanding of the true market economy.
Customer resources For a printing company to have the same value as other assets, it must also meet the following two conditions. First, customer resources must be truly owned by the printing company and "controlled" by the company. In real life, many printing companies have a large number of customer groups, but if they analyze a substantial proportion of the resources and related information about their customer resources are almost owned by the business operators, but not really owned by the company, they are not Business controlled. Therefore, these customer resources are extremely unstable, not truly corporate assets, but only the personal wealth of a few individuals or business personnel. Second, the value of customer resources can only be used as an asset if they are effectively promoted and fully utilized. Many printing companies already have complete customer resources, and can "control" for a longer period of time, and have also established a complete customer profile, but they only stay in the general management and have not effectively developed and utilized it. Obviously, such customer resources still cannot become the real assets of the company, and naturally it cannot fully exert the value of real assets. Assets only add value when they are constantly used and flowed, as well as customer resources, a special asset.
The implementation of database management on customer resources is the basic work for realizing and enhancing its price promotion. The main contents of a relatively complete customer database include: the customer's basic situation table, customer complaints statistics, the company's main competitors and situation tables. The data in the customer data provides the printing company with an understanding of the customer's situation, the improvement of the service level, the fostering of a good relationship with the customer, and the promotion of the increase in the customer's resources. A more complete customer data can be output at the same time in the following table: summary list of potential customers, completed customer summary and schedule, customer access management table; customer loans and receivables and schedules, customer's position in the industry, Economic strength and so on. It is not difficult for a printing company to establish a customer resource data. The key is how to continuously update the information in the data and make good use of the useful information provided by the data in order to win more cash inflows from customers and thus increase the value of customer resources. And the entire enterprise should be in the marketplace.
Fourth, the main way to enhance the value of customer resources
In general, the major income and profits of a printing company are mostly from old customers. Therefore, to enhance the value of customer resources, mainly for old customers. According to different strategies, it will enhance the value of its customers and create greater cash inflows for the company. In general, the main means for printing companies to increase the value of customer resources are:
1. Filter customer resources and focus on core customers. For an integrated book printing company, there are usually major customers such as books, periodicals, and zero marks. These customers can also be divided into long-term, longer-term, medium-long-term, short-term cooperation customers; they can also be classified as stable and stable. , unstable customers and so on. In short, no matter how to be used to categorize and classify, the key is to implement key management for major customers and put more manpower, material resources and financial resources on them in order to get orders and create more cash inflows from them. Of course, for those customers that have not been included in the key management categories, they cannot easily give up. Only the frequency and magnitude of management are different and they cannot give up necessary management and services.
2. Implement dynamic tracking management of customer resources. The customers of printing companies are always in the flow. Even if they are the same customers, their demands for product processing and services are continuously changing. Therefore, the company must adjust the customer objects of key management at any time depending on the situation, rigid or rigid management methods. It is difficult to receive good results. The key is to continuously and timely update the information in the customer database and evaluate the customer based on this information in order to adjust the customer's category at any time.
3. Regular two-way communication with customers. This is an important part of enhancing the value of customer resources. Printing companies should actively communicate with customers and let customers feel that they are not only business-to-business, but also buying and selling, and more closely related to close relationships and friendships. Communication is very human-oriented, and friendship is promoted. Each communication is a friendship. The major celebrations of the client unit, traditional holidays and changes in the leadership and personnel of the competent business departments are all opportunities for communication. Some printing companies communicate well with their customers and do not only have a good relationship with the leadership, but also maintain close contact with the relevant editorial office, publishing department, financial department, etc., in order to win the order, processing the whole process and timely recovery There is a harmonious atmosphere in the payment and other aspects. This has all-round advantages in competition with other companies and forms competitiveness. Printing companies should actively provide the latest printing information in their communication with customers. Whether it is printing equipment, materials, or new things emerging from craftsmanship and technology, they are obliged to help customers' printing management personnel to make up for the lack of experience in this area. Understand the unpleasant, not many defects, let them grasp the information and use it, to help customers in their own industry in their ability to help. Outstanding and in place communication not only maintains customer resources, but also enhances its value to the enterprise, giving companies a steady stream of orders and creating more goodwill.
4. Extend customer service to create more cash inflows for the company. This is an important means to increase the value of customer resources and increase the cash flow of enterprises. When a printing company develops a new customer, it means that it is possible to create a steady flow of living resources, that is, an endless stream of cash flow opportunities. It is necessary to regard the first transaction as the beginning of a transaction with customers rather than ending. . Perhaps the first order of a new customer is small or even unprofitable. This situation may be due to the fact that new customers have temporary difficulties in funding, and they may also have “throwing stones†factors. In the course of his search for a new partner, regardless of factors, as long as he can win the trust of his clients and cooperate with him, there will often be bigger business opportunities in the future.
Customers are looking for the cooperation of printing companies attach great importance to printing the level of production and the length of the delivery period of the publication, printing quality and so on. This raises the basic conditions for printing companies to have high quality, new processes, short cycles, low costs, and good services. This is a prerequisite for extending customer service. Customer's process requirements, use of materials, cost of labor, etc. before printing a book
Jiemeiliang Daily Necessities Co., Ltd. , http://www.ywdailynecessities.com