一种新视角下的客户总体价值解构及模型创新

Customer Total Value :An Explanation and Model Creation from a New Angle of View

本文以一种全新的视角对客户价值重新界定,认为客户对企业的价值贡献应体现在有形资产和无形资产两个方面;并从价值来源的角度解构客户总体价值,认为总体价值包含当前价值、潜在价值和隐性价值,而当前价值和潜在价值又都有直接价值和附加价值两种价值来源。在此基础上,本文构建了各类价值测算模型及基于客户整个生命周期的总体价值测算模型。

This paper defines customer value from a new angle of view. It believes that the values created by customers for enterprises are composed of tangible assets and intangible capital, and the customer total value can be explained by its sources and composition. So the customer total value can be divided into the actual value, the potential value and the invisible value. Furthermore, the actual value and the potential value are composed of the direct value and the additional value. At last, the paper constructs models of all kinds of customer values and a model of customer total value on the basis of customer lifetime.