基于改进营销收益模型的顾客资产测量——在银行业的应用研究

Customer Equity Measurement Based on The Modified Marketing Return Model——Application in The Bank

测量顾客资产是提升顾客资产的基础和前提。为实现对顾客资产的有效测量,本研究在顾客资产驱动要素模型的四维构成基础上,对顾客资产测量的营销收益模型进行了改进,并通过建立计量经济模型解决了需求市场规模变化问题,最后应用主成分分析和Logistic回归分析对顾客资产进行计算。在银行业的应用研究结果表明,改进后的模型能够考虑需求市场规模变化、交叉购买和口碑宣传等要素对顾客资产价值的影响,而且操作简单,可以通过统计软件完成全部计算过程。

Measurement is the basis and premise to improve customer equity.In order to achieve effective measurement,this study has made some improvement on the marketing return model based on the four-dimensional driving model of customer equity,and considered the changing demand market by constructing an econometric model,and then applied principal component analysis and logistic regression to estimate customer equity.The result applied in the bank showed that the new model could incorporate the effect of the changing demand market,cross-buying and word-of-mouth on customer equity with good maneuverability,and could be calculated by statistical software at all.