基于文献萃取法的客户终生价值动态影响因素研究

客户终生价值(Customer Lifetime Value,CLV)是客户关系管理的重要内容。近年来,大量的学者结合不同的管理情境,探讨了诸多影响因素,试图推动动态CLV的建模工作。但是,这些工作均是零散、独立进行的,缺乏总结和整理,因而对动态CLV建模研究的推动比较有限。本文通过对41篇文献的精读,萃取出CLV的动态影响因素,概括为四类,即客户自身的、企业相关的、关系相关的和社会环境的四类动态影响因素。企业需要适应社会环境的影响,根据客户自身的影响因素进行合理的客户细分,从企业相关的影响因素提升着手,改善客户关系,最终获得客户的终生价值。

Dynamic Impact Factors of Customer Lifetime Value Based on Literature Extraction Method

Customer Lifetime Value (CLV) is one of the most important parts in Customer Relationship Management (CRM).Recently,scholars pay attention on the dynamic impact factors in different context,and some dynamic CLV models have been explored.However,there is no integrated classification for these dynamic impact factors.In order to promote the research in CLV modeling,classification of dynamic CLV impact factors has been studied in this paper,which includes customer related factors,enterp ri se related factors,customer-enterprise relationship related factors,and social environmental related factors.This classification is based on the review of 41 papers from 1990 to 2008.Enterprises should change strategrog according to social environment related factors,segment customer groups depending on customer related factors,and improve enterprise related factors to increase customer satisfaction.Thus,the customer lifetime value will be raised.