客户终生价值测度模型的应用研究——基于大连友好商城的案例分析

An Application Study on Customer Lifetime Value Model:A Case Study of Youhao Shopping Mall in Dalian

本案例研究以客户终生价值测度模型为基本工具,通过挖掘客户历史购买信息,在预测客户未来购买情况的基础上对客户终生价值进行测度,探索其对企业实践的管理意义。以大连友好商城为案例,针对其当前存在的问题,探讨并选择合适的客户终生价值测度模型;通过Pareto/NBD模型预测客户未来的购买次数,Gamma-Gamma模型预测未来的平均购买金额,在此基础上计算客户终生价值;对商城现有客户进行分类,深入分析了不同类别客户的购买特征,提出相应的差异化营销策略。研究表明,通过测度客户终生价值,可以帮助企业识别并分类客户,进而实施差异化的营销策略,提升企业竞争优势。

Through mining the customer purchase data, this paper utilizes the model of customer lifetime value and forcasts the future purchase to explore the significance of customer value to the enterprises. First, choosing the proper customer lifetime value model according to the analysis of the data from Youhao Shopping mall, this paper uses Pareto/NBD model to predict the future purchase numbers and uses Gamma-Gamma model to predict the future purchase money. This pa- per also calculates the customer lifetime value based on the above models. Furthermore, this pa- per segments the current customer bases according to the prediction of customer lifetime value. Finally, it analyzes the purchasing characteristics of different customer bases and then proposes the relevant differentiated marketing strategies accordingly. Conclusions are reached that measur- ing the customer lifetime value helps the enterprise to identify the customers and classify the cus- tomer bases, and the differentiated marketing strategy then could be put into effect and promote the enterprise＇s competitive edge.