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Abstract

The focus of modern marketing has shifted from products and enterprise level of traditional marketing to customer level, and customer equity is receiving closer attention. No. 1 document of central government proposed innovating agricultural production and operation system and establishing new agricultural business entities. Seizing these customers becomes a great challenge for pesticide enterprises in the new trend. Therefore, pesticide enterprises need to find out key factors driving customer equity, so as to carry out pertinent marketing and grab the maximum market share. Based on the first-hand survey data, this paper analyzed the influence of value equity, brand equity and relation equity on customer equity by factor analysis and structural equation analysis. It found that the relation equity has the highest driving effect, especially training, community building and visiting experience. Finally, it came up with some recommendations to make pertinent marketing.

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