浅论顾客份额营销及其在顾客终价值(CLV)模型中的应用  

To Study on Customer Share with the Customer Lifetime Value

作　　者：于全辉[1] 

机构地区：[1]西南政法大学管理学院,重庆400031

出　　处：《价值工程》2007年第3期54-56,共3页Value Engineering

摘　　要：对顾客份额的产生背景进行分析,通过顾客份额策略与市场份额策略的关系比较,提出了顾客份额的基本观点以及顾客份额策略的适用条件。将顾客份额运用到顾客终身价值模型中,提出了一个新的顾客终身价值模型。最后,给出了顾客份额对我国企业营销实践的有关启示。Firstly, this article analyses customer share marketing production background. Then we compare customer share strategy to market share strategy, and put forward some basic viewpoints of customer share as well as suitable condition of customer share strategy. This article utilizes customer share in the customer lifetime value model, and proposes a new customer lifetime value model. Finally; we present some suggestion for enterprises in marketing practice related to customer share.

关 键 词：市场份额 顾客份额 顾客终身价值 顾客关系管理 

分 类 号：F274[经济管理—企业管理] F253.9[经济管理—国民经济]