潜在客户资产测量研究

Potential Customer Equity Measurement

客户资产由当前客户资产和潜在客户资产两部分组成,对潜在客户资产测量问题尚未有系统的研究。在客户购买行为建模研究的基础上,提出由客户获取预测分析、客户购买行为分析和客户费用分析组成的潜在客户资产测量方法框架,总结了可用的模型,并用实证案例说明;提出利用当前潜在客户资产分析矩阵分析指导投资和管理决策的方法。

Customer equity is the sum of the current customer equity and potential customer eqnity. Based on the studies of customer purchase behavior modeling, this article develops a general framework consisting of customer acquisition predicting, customer purchase behavior analysis and customer cost analysis is developed for measuring the potential customer equity of a company, and available models are concluded and illustrated with an empirical case. It is also proposed a matrix combining present and potential customer equity for customer equity portfolio analysis which can be a helpful decision tool for both investor and marketing manager.