基于信用因素的客户生命周期价值研究

对客户价值的计算是有效实施客户关系管理的基础,许多学者在客户生命周期价值方面进行过深入研究。本文在此基础上提出在客户生命周期价值下引入信用因素,并得出在计算群体客户生命周期价值时不用考虑信用问题,而在计算单个客户生命周期价值时需要考虑客户信用问题的结论。本文使用了任意个体客户生命周期价值定量计算模型,对某移动公司的数据进行实证研究,并针对不同类客户提出不同的营销策略。

Research of Customer Lifetime Value Based on Credit Factors

The calculation of customer's value is the foundation of effectively implementing customer relationship management.A lot of scholars have further study in customer lifetime value.Based on the early research,this paper considers the credit factor in calculating customer's value,and gives the conclusion that it needn't consider the credit question while calculating colony's customer lifetime value and need to consider while calculating individual customer lifetime value.This paper proposes calculating models in ration of individual customer lifetime value,and carries on positive research with the data of some one communication's company.In the end,this paper gives some marketing tactics according to different customers' characteristics.