基于CPV与CLV二维价值的客户识别模型研究  

Study on Customer Classification Model Based on CPV and CLV

作　　者：赵林捷[1] 汤书昆[1] 张道武[1] 

机构地区：[1]中国科学技术大学商学院,合肥230052

出　　处：《价值工程》2005年第1期32-37,共6页Value Engineering

摘　　要：客户保持在企业价值创造中起着十分重要的作用,为了成功实施客户保持策略,厂商必须根据客户特性对其识别分类。本文通过归纳总结国内外的研究资料,指出现有的客户保持方式主要有两个:一个是基于CPV即通过提高顾客感知价值来保持客户,另一个是基于CLV即客户终身价值细分来保持客户,并对此分别作了评析,然后建立了一个新的基于CPV与CLV二维价值的客户识别模型,最后根据此模型给出相应的客户保持策略。Customer retention plays an important role in creating value for an enterprise.In order to practise the strategy of Customer retention successfully, manufacturers must classify customers by their property or characteristic. This paper points out that existing customer retention models include CPV and CLV by analyzing domestic and overseas literature, after a careful review of existing customer retention models, a new customer classification model based on CPV and CLV is established by which customers are divided into four groups, and then the corresponding strategies of Customer retention are put forward.

关 键 词：客户保持 CLV 识别模型 CPV 企业价值创造 客户终身价值 顾客感知价值 细分 二维 策略 

分 类 号：N941[自然科学总论—系统科学] F299.233.5[经济管理—国民经济]