基于顾客终生价值分析的营销策略研究  

On Marketing Tactics Based on Customer Life Value Model

作　　者：罗青军[1] 何圣东[1] 

机构地区：[1]浙江行政学院,浙江杭州310012

出　　处：《商业经济与管理》2005年第1期48-51,共4页Journal of Business Economics

摘　　要：顾客终生价值 (CLV)是企业在与顾客关系持续的整个阶段中所获得的全部价值 ,由已实现价值 (RV)和未来价值 (FV)所构成。以已实现价值、未来价值为两轴 ,可将顾客分为四种不同的类型。为提高营销效果 ,针对每一类型的顾客 ,企业应采取不同的营销策略。Customer Life Value(CLV) is the accumulated value customers bring to corporates in the relationship between them. Two parts comprise it: one is realized value, the other is future value. Four kinds of customes are distinguished accordingly. In order to improve marketing efficiency, corporates should treat them differently.

关 键 词：顾客终生价值 已实现价值 未来价值 营销策略 

分 类 号：F272[经济管理—企业管理]