客户生命周期模式研究

客户关系具有周期性,可划分为考察期、形成期、稳定期和退化期四个阶段.交易额和客户利润被选作特征变量来描述客户关系水平,理论分析表明:两者均随生命周期阶段的发展而不断提升,考察期最小,形成期次小,稳定期最大.实证研究检验了该结论的正确性.根据客户关系退出时所处的阶段,客户生命周期模式被分成早期流产型、中途夭折型、提前退出型、长久保持型四种基本类型,每种类型均有不同的成因.

A Study of the Customer Life Cycle Model

Customer life cycle is divided into four phases of exploration, buildup, stability and decline. Transaction quantity and customer profit are selected as characteristic variables to describe the level of customer relationship. According to theory analysis, both transaction quantity and customer profit increase with the relationship phases and are minimum in the exploration phase, next minimum in the buildup phase but maximum in the stability phase. The conclusion is supported by sample data. The basic types of customer life cycle models are classified as forepart abortion, midway termination, end in peak, long term retention based on the phase in which customer relationship is terminated. Every type has its own cause of formation.