Чем больше экономический потенциал заказчиков и клиентов предприятия, тем большим потребительским капиталом оно обладает.
Методика определения потребительского капитала включает нескольких этапов:
1) определение периода прогнозирования, который должен соотноситься с жизненным циклом продукции предприятия, всей системой планирования на предприятии;
2) проведение выборочного статистического исследования процесса обслуживания постоянных клиентов и новичков, объема сделок и операций с теми и другими, стоимости обслуживания, прибыли и расходов на обслуживание этих составляющих клиентского капитала предприятия;
3) в расходную часть включаются расходы на рекламу, торговые издержки на привлечение новых клиентов, работу по их оформлению, проверку их благонадежности и т. п. (стоимость поддержания отношений с клиентом в последующие годы будет снижаться и приближаться к нулю);
4) определяется доход, получаемый от поддержания отношений с постоянными клиентами;
5) зная величину прибыли на одного потребителя в год и средний процент прибыли от использования основных фондов предприятия (с учетом их выбывания и обновления), можно рассчитать годовую “стоимость потребителя” и на прогнозный период.
Подсчитано (США), что в области рекламы пятипроцентное увеличение показателя “удержания” клиента дает рост стоимости потребительского капитала до 75%.
1. Что представляют собой инвестиции в человеческий капитал?
2. Какие методы применяются для оценки человеческого капитала предприятия?
3. Какие существуют модели оценки и учета человеческого капитала?
4. Какие элементы включает человеческий капитал предприятия как система?
5. Что является объектами интеллектуальной собственности как результата функционирования интеллектуального капитала?
6. На какие группы подразделяются интеллектуальные ценности предприятия?
7. По каким компонентам осуществляется оценка активов структурного капитала предприятия?
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