Rectify the Valuation on the Customers Value - A Case Study of China First Automobile Group

Stylized facts show us that a value chain has put corporations into a circumstance in which they cooperate and compete one another. Companies in a value chain should analyze the competition advantage in order to find the core resources and technology, to get the value increment. Under such background, the corporate value which means to maximize the stakeholders´ interests should be leaded by the customers´ value. Reviewed the literatures on customer value and corporate valuation, analyzed the differences among the valuation methods, and gave the reasons that this paper selected free cash flow method. This paper focused on stating the rectifying process of the corporate valuation result based on customer value. A case study on China First Automobile Group is given. As part of the case study, a set of customer satisfaction index is designed and used to do a survey through about 730 questionnaires. This paper analyzes the result in the end.