客户生命周期价值在CRM中的运用

Application of Customer Lifetime Value to CRM

目前,客户关系管理是企业管理研究的一个热点.该文首先介绍了客户关系管理和客户生命周期价值的基本概念,然后对客户生命周期价值进行了量化工作,同时提出了实现这一方法的切实可行的解决方案并给出具体的算法.再通过实例来实现对客户生命周期价值的定量分析.量化的客户生命周期价值为客户关系管理提供了重要依据.

CRM(Customer Relation Management)is a point at issue in the enterprise management.This paper introduces the basic concepts of CRM and CLV(Customer Lifetime Value),does quantified work for CLV,presents a practical solution,gives out a specific calculation,and finally makes a quantitative analysis of CLV with true examples.The quantified CLV offers an important basis to CRM.