客户生命周期价值模型扩展及在客户细分中的应用  

On the Development of Customer Lifetime Value Model and its Application to Customer Fine Segmentation

作　　者：谭跃雄[1] 周娜[1] 于强[1] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《湖南大学学报（自然科学版）》2005年第3期124-128,共5页Journal of Hunan University:Natural Sciences

摘　　要：在分析客户生命周期价值模型研究现状及模型参数变化影响的基础上,通过引入动态客户保持率及相关的客户生命周期时间,探讨了客户生命周期价值模型的扩展,并将扩展模型应用于企业客户细分,提出了基于客户价值的企业客户细分及客户关系管理策略.<Abstrcat>Based on the present study of customer lifetime value (CLV) model and its parameter influence, it were discussed the development of customer lifetime value model by means of introducing dynamic customer retention rate and customer lifecycle time, applied the developed model to enterprises' customer fine segmentation, and proposed the tactics of customer fine segmentation and customer relationship management based on customer value.

关 键 词：客户生命周期价值 扩展模型 客户细分 应用 客户关系管理 

分 类 号：F713.50[经济管理—市场营销]