社会化商务环境下客户价值演化研究

Evolution of Customer Value in Socialized Business Environment

在社会化商务和客户价值已有研究基础上,基于“社交+电商”的特点归纳客户行为阶段,基于RFM模型和网络口碑指标,构建社会化商务客户价值评价体系。以社会化商务环境变量为研究对象,考虑客户人格特质的影响,设计问卷,使用SPSS的统计分析以及结构方程模型得到影响因素之间的关系,并得出客户价值演化中客户的行为概率。以此构建基于Agent的社会化商务客户价值演化模型,进行仿真模拟。实验结果表明,社会化商务平台客户价值的演化具有明显的阶段性特征,客户价值的演化与其人格特质具有密切的联系,企业应针对不同类型的客户采取不同的客户价值管理策略,以降低管理成本。

Based on the research of social commerce and customer value,and considering the characteristics of“social+e-commerce”,the customer behavior stage is summarized.The socialized business customer value evaluation system is constructed based on RFM model and network public praise evaluation indicators.Taking the social business environment variables as the research object,considering the influence of customer personality traits,designing the questionnaire,and using SPSS statistical analysis and structural equation model,the relationship among the influencing factors and customers'behavior probability in the evolution of customer value are obtained.In this way,the agent-based evolution model of social business customer value is constructed and simulated.The experimental results show that the evolution of customer value of the social business platform has obvious phased characteristics.The evolution of customer value is closely related to his personality traits.Enterprises should adopt different customer value management strategies for different types of customers to reduce management costs.