| 顾客关系价值量化模型研究述评 |
| |
| 引用本文： | 邬金涛,赵汴. 顾客关系价值量化模型研究述评[J]. 管理学报, 2006, 3(2): 247-252 |
| |
| 作者姓名： | 邬金涛 赵汴 |
| |
| 作者单位： | 中山大学岭南学院 |
| |
| 基金项目： | 教育部人文社会科学研究项目 |
| |
| 摘 要： | 客户关系管理最基本的问题是量化顾客关系价值,为此从顾客盈利性分析开始,回顾了顾客终身价值量化的3种模型:顾客保持模型、顾客转移模型和最优化模型,分析了各自运用的条件和环境,总结了顾客关系价值量化的3个核心环节:交易流的量化、利润流(或现金流)的量化和顾客资产的最优化,并提出了未来研究的方向和路径。
|
| 关 键 词： | 顾客价值 量化模型 关系营销 |
| 文章编号： | 1672-884X(2006)02-0247-06 |
| 修稿时间： | 2004-12-14 |
Review of Quantized Model of Customer Lifetime Value |
| |
| Wu Jintao,Zhao Bian. Review of Quantized Model of Customer Lifetime Value[J]. Chinese JOurnal of Management, 2006, 3(2): 247-252 |
| |
| Authors: | Wu Jintao Zhao Bian |
| |
| Abstract: | The key point of customer relation management(CRM)is to calculate customer lifetime value(CLV).Customer profitability was analyzed and three models of CLV,retention model,transfer one and maximization one,were introduced.Ii was indicated that the keys to quantizing these models were transaction flow,cash flow and customer equity.Some trends of the research was also given. |
| |
| Keywords: | customer value quantized models relationship marketing |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
