The Modified Traditional Customer Equity Driving Model and its Influence on Measurement

As a kind of competitively strategic resource, customer equity is increasingly paid attention to by the firm. This paper analyzed the traditional customer equity three-dimension driving model, and at the same time, we developed the four-dimension driving model by adding two important perception drivers: republic reputation and cross purchase, and explained the reason of modifying the traditional model. What´s more, the return on marketing model, which is also modified a little, is taken as an example to analyze the positive influence that the four-dimension driving model brings to the customer equity measurement.