顾客终身价值量化模型研究述评

Studies Review of Quantification Models of Customer Lifetime Value

客户关系管理最基本的问题是量化顾客终身价值。顾客终身价值量化的三种模型———顾客保持模型、顾客转移模型和最优化模型在运用时要考虑顾客与企业关系的类型。模型要解决的交易流、利润流的量化和顾客资产的最优化问题套用了“净现值”模式,但各自在分解影响因素方面存在差异。由于模型的一般性和抽象性特征,很多假设与实际情况不符,需要修正与补充。未来可在现金流时点的确定、传统的顾客盈利性计算方法、间接价值与企业顾客资产的测算等方面展开研究。

The key point of customer relationship management is how to quantify customer lifetime value （CLV）. This paper introduces three models of CLV, which are customer retention model, customer transfer model and optimization model. While employing these mod- els, the customer-enterprise relationship type should be given consideration. The solution to transaction flow and profit flow quantification and customer asset optimization employs the model of “net present value”, but there exists difference in its respective affecting factors. Due to the generality and abstractness of models, many hypothesis are inconsistent with reality, thus needs rectifying. Further research should be carried out in the point of cash flow, customer profitability, indirect value and enterprise equity.