会计学院知识库

随着数字经济时代的腾飞，全球数字平台之间的竞争变得更加激烈，平台之间的竞争已经不再局限于资本和技术的博弈，逐渐演变成了以客户群为竞争中心。客户资产作为数字平台的一项重要无形资产，在数字平台的发展过程中发挥了巨大作用。客户资产虽不能单独在企业价值提升中发挥效用，但客户资产成为了平台无法复制和替代的核心竞争力，平台在客户的开发和培养上耗费了大量的资源。因此，针对平台企业客户资产的价值评估有助于管理者重视客户这一无形资产，完善客户关系管理措施，帮助平台企业开发新客户、维护老客户，实现做大做强。

本文基于双边市场理论和改进的CLV模型，以拼多多为例评估了客户资产的价值。文中基于平台企业客户资产范围的界定，首先回顾了已有的客户资产价值评估方法，发现学者们多从用户角度出发进行客户资产价值研究。本文研究的平台企业属于双边市场，所以客户资产的切入视角是双边视角，即平台企业的客户资产包含用户和商家两部分。本文在分析了传统方法评估客户资产价值的局限性之后，最终选取理论较为完善的CLV模型作为平台企业客户资产价值的评估方法。

本文使用改进的CLV模型对拼多多的客户资产展开了价值评估，用理论分析结合具体案例并运用评估模型完成了评估的全部流程，验证了CLV模型的可操作性，并针对如何有效提升平台企业客户资产的价值给出了合理建议。首先，平台企业作为连接买卖双方的桥梁，应当构建强大的信息支持平台，促进双方快速达成交易。其次，平台企业不仅要关注新用户的开发，也要注重老客户的维护，只有把双边客户关系管理放在战略高度，客户资产为其带来的价值才会越来越大。

With the take-off of the digital economy era, the competition between global digital platforms has become more intense. The competition between platforms is no longer confined to the game of capital and technology, and has gradually evolved into a customer group as the center of competition. As an important intangible asset of digital platform, customer assets have played a huge role in the development of digital platform. Although customer assets cannot play a role in enterprise value competition alone, customer assets have become the core competitiveness that the platform cannot replicate and replace, the platform has spent lots of resources on customer development and training. The value assessment of customer assets helps managers to attach importance to customers as intangible assets, improve bilateral customer relationship management measures, help platform develop new customers, maintain old customers, and achieve bigger and stronger.

Based on the bilateral market theory and the improved CLV model, this paper takes Pinduoduo as an example to evaluate the value of customer assets. Based on the definition of customer asset scope in platform enterprises, the article first reviews existing methods for evaluating customer asset value and finds that scholars often conduct research on customer asset value from the perspective of users. The platform enterprise studied in this article belongs to a bilateral market, so the perspective of customer assets is a bilateral perspective, and the customer assets of the platform enterprise include two parts: users and enterprise. After analyzing the limitations of traditional methods for evaluating customer asset value, the CLV model with relatively complete theory was ultimately selected as the evaluation method for platform enterprise customer asset value.

This paper uses the improved CLV model to evaluate the value of Pinduoduoduo's customer assets, uses the evaluation model to complete the whole process of evaluation with theoretical analysis and specific cases, verifies the operability of the CLV model, and gives reliable suggestions on how to effectively improve the value of the platform enterprise's customer assets. First of all, platform enterprises should build a strong information support platform to facilitate the rapid conclusion of transactions between both parties. Secondly, platform enterprises should not only follow with interest to the development of new users, but also pay close attention to the maintenance of old customers. Only by putting bilateral customer relationship management at a strategic level, can customer assets bring more and more value to them.