顾客交叉购买价值计量实例研究

A case study of customer cross-purchasing value measurement

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摘要以真维斯国际(香港)有限公司为对象进行顾客交叉购买价值的实例研究,以关系营销理论和预测技术为理论背景,结合该公司的关系营销特点,构建了顾客交叉购买价值计量的定量模型,并给出了模型中主要参数的确定方法.用该公司的历史数据对交叉购买概率和交叉购买量2个参数进行了检验,得出模型整体效果较好.对企业合理分配营销资源,提高CRM效率有一定的参考价值和指导意义. Focused on a casual wear enterprise：Jeans West（International） Hong Kong Ltd,a case study of customer cross-purchasing value measurement is given.The cross-purchase value measurement model and the empirical testing methods of main parameters were tested in this study,and one customer cross-purchase value was calculated according to the model.The results provide an approach to upgrade CRM management level of the enterprises.

作者张树泉曹成成爱武

机构地区西安工程大学管理学院

出处《西安工程大学学报》 CAS 2010年第6期827-832,共6页 Journal of Xi’an Polytechnic University

基金国家自然科学基金资助项目(70672116)

关键词客户关系管理交叉购买交叉购买价值计量模型 CRM cross-purchasing cross-purchasing value econometric model

分类号 F713.50 [经济管理—市场营销]

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西安工程大学学报

2010年第6期

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顾客交叉购买价值计量实例研究

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