基于价值的客户序位评价应用研究

Applied Study of Value-based Customer Tagmeme Evaluation

企业对客户价值的序位评价是客户关系管理的基础问题之一,基于价值的客户序位评价是根据客户的价值大小来定位客户。在现有客户价值评价体系的基础上,结合客户生命周期理论设计了新的客户价值评价指标体系,从客户的生命周期阶段和客户发展潜力两个方面来评价客户价值,根据该指标体系的指标特性选择神经网络作为评价方法,最后根据客户价值评价结果进行客户序位,并对每个类别的客户特征及其相应的营销策略进行了分析。

Customer value evaluation by enterprises is one of the basic issue of customer relationship management. Customer tagmeme evaluation based on customer value is a method of customer segmentation by means of customer value. In this paper, we design a new index system about customer value evaluation combining the theory of customer life cycle. This index system evaluates customer value from two aspects ： stage of the customer life cycle and development potential of the customer. Then we select neural networks as an evaluation method. At the end of this paper,we segment the customer according to the evaluation result and analyze the marketing strategy of each customer segment.