| 客户资产评估与优化 |
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| 引用本文： | 马少辉,刘金兰.客户资产评估与优化[J].天津大学学报(社会科学版),2008,10(4):311-316. |
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| 作者姓名： | 马少辉 刘金兰 |
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| 作者单位： | 1. 天津大学管理学院,天津,300072;江苏科技大学经济管理学院,镇江,212003
2. 天津大学管理学院,天津,300072 |
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| 摘 要： | 对现有研究成果进行回顾、总结，归纳了客户资产评估与优化的一般过程，将众多客户资产评估与优化模型最终归结为三类：客户保持模型、客户行为模型、客户转移模型，并指出各自的适用范围和限制，分析了当前研究的不足及解决方法。
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| 关 键 词： | 客户资产 客户终生价值 客户关系管理 |
Measuring and Optimizing Customer Equity |
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| MA Shao-hui,LIU Jin-lan.Measuring and Optimizing Customer Equity[J].Journal of Tianjin University(Social Sciences),2008,10(4):311-316. |
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| Authors: | MA Shao-hui LIU Jin-lan |
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| Institution: | MA Shao-hui, LIU Jin-lan (1. School of Management, Tianjin University, Tianjin 300072, China; 2. School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang 212003, China) |
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| Abstract: | This paper reviews various research articles on customer equity valuation. It concludes the basic process to measure and optimize customer equity, and identifies three basic types of valuing models： customer retention model, customer behavior model and customer migration model, and points out their specific application area. It also discusses the limitations of current studies and presents directions for future research. |
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| Keywords: | customer equity customer lifetime value customer relationship management |
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