面向顾客资产的三维顾客细分模型及其应用  

Application and Model of Customer Segmentation Oriented Customer Equity

作　　者：孟庆良[1] 邹农基[2] 陈晓君[3] 

机构地区：[1]江苏科技大学经济管理学院,江苏镇江212003 [2]江苏科技大学西校区管委会,江苏镇江212003 [3]江苏大学人文社科学院,江苏镇江212013

出　　处：《数理统计与管理》2008年第5期785-794,共10页Journal of Applied Statistics and Management

基　　金：国家教育部人文社科基金青年项目(07JC630037);江苏省社科联课题资助项目(A-07-45)

摘　　要：简单依照顾客利润贡献对顾客细分未能充分考虑顾客的无形贡献,会低估顾客对企业的价值.从面向顾客资产的视角进行顾客细分,可以兼顾到顾客当前的利润贡献和顾客的潜在有形和无形贡献,从而提出基于顾客当前显性贡献、潜在显性贡献和潜在隐性贡献三维顾客细分模型及度量方法,并结合实证阐述顾客细分方法的实现过程.Without considering the contribution of all the indirect influences, customer segmentation models proposed before which incorporated the current and potential profitable contribution as the only metrics may underestimate the true value of the individual customer to the enterprise. With the expectation of providing some appropriate guidance to the relevant customer management strategies, the customer segmentation model oriented customer equity is proposed, which involves three customer contribution dimensions customer current value contribution, customer potential value contribution and customer potential mediate. The model is applied into a credit card setting of a bank to prove its feasibility and availability.

关 键 词：顾客资产管理 顾客细分 顾客关系管理 

分 类 号：F272[经济管理—企业管理]