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。
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.
出处
《管理学报》
2006年第2期247-252,共6页
Chinese Journal of Management
基金
教育部人文社会科学研究青年基金资助项目(05JC630084)
关键词
顾客价值
量化模型
关系营销
customer value
quantized models
relationship marketing
