从获取客户到维系客户的方法研究

Methodology of linking customer acquisition with customer retention

研究了客户获取和客户维系的关系问题 ,提出了一种新的观点和模型方法 .该模型把获取客户作为研究客户生命周期的条件 ,从而建立起客户获取与客户维系的直接联系 .与以往采用的客户维系分析方法相比较 ,本方法显得更为合理 .

Customer acquisition and retention are not independent processes. However, becasuse of data limitation, customer managment decisions are frequently based only on an analysis of acquired customers. The analysis shows that the decisions may be biased and misleading. This paper proposes a new vierpoint and modeling approach to the research of the relationship between customer acquisition and customer retention. The medel links customer acquisition with customer retention directly by the length of the customer's lifetime regarded as the condition of the customer being acquired. Compared with other methods used formerly in the analysis of retention, the proposed methodology is more reasonable.