基于风险分析的顾客关系价值测度  

Measurement of Customer Relationship Value Based on Risk Analysis

作　　者：寿志钢[1] 张广玲[1] 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《武汉理工大学学报（社会科学版）》2008年第2期216-220,共5页Journal of Wuhan University of Technology:Social Sciences Edition

基　　金：教育部人文社科基金项目"商业圈子中的信任与机会主义行为"(07JC630030)

摘　　要：介绍了当前顾客关系价值的测量方法及其缺陷,引入了一种基于风险分析的新的测度方法,并以定性调研技术与定量模型相结合及从以净现值法为基础,结合产业市场的案例,详细介绍了新测量方法的操作步骤。This paper introduces a current method measuring customer relationship value as well as its shortcomings. Then it introduces a new measurement of customer relationship value, which integrates qualitative survey with quantitative model based on NPV technique. With the help of Monte Carlo simulation, the proposed method considers adequately the risk in customer relationship.

关 键 词：顾客关系价值 测量方法 风险分析 

分 类 号：F713.50[经济管理—市场营销]