客户生命周期利润变化趋势分析与应用研究

Analysis and Application Research on the Changing Tendency of Customer Lifecycle Profit

详细考察了客户利润四个决定因素,进而揭示了客户利润的变化规律:客户利润随生命周期阶段发展而不断提高,考察期最小,形成期次小,稳定期最大,退化期快速下降,整个利润曲线呈倒"U"形。据此,提出了最优客户生命周期模式和客户全生命周期利润预测模型,从而解决了客户保持的两个核心问题。

The changing tendencies of four factors affecting customer profit are examined detailedly and therefore the following changing law of customer profit is revealed:customer profit increases with relationship phases and is minimum in exploration phase,next minimum in buildup phase,maximum in stability phase,and a complete curve of customer profit likes a reverse 'U'.Based on the changing law of customer profit,the optimum model of customer relationship life cycle and forecast model of customer lifetime profit are put forward,and thereby a solution to the two core problems of customer retention is found.