基于交易行为预测的客户保持最优投入模型研究  

Study on Optimal Model of Customer Retention Input Based on Forecasting for Buying Behaviors

作　　者：朱国玮[1] 张慧娟[1] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《财经理论与实践》2009年第3期84-87,共4页The Theory and Practice of Finance and Economics

基　　金：国家自然科学基金项目(70801026);教育部人文社会科学基金项目(07JA630054);教育部博士点基金新教师项目(200805321007)

摘　　要：相关研究表明,客户保持对企业的利润线有着惊人的影响,有效的客户保持可以导致企业利润可观的改善,客户保持已经成为客户关系管理的重要部分,而客户保持投入的最优化是客户保持工作的关键。在客户交易行为预测的基础上,构建客户保持投入的最优化模型。通过本模型,企业可以计算出在未来交易时间段内对某一类客户细分群体的最优客户保持投入,并与企业的历史客户保持投入进行比较,从而有效的改善企业的客户保持策略。Researches indicate that customer retention has great significance to corporate profit and effective retention can improve corporate profit greatly. Customer retention has been the important part of Customer Relationship Management, and the optimization of customer retention input is the key point of customer retention. Based on the forecasting for customer＇s buying behaviors, this paper develops an optimal model of customer retention input. Making use of this model, the enterprises can optimize the customer retention input in the future trading periods to a certain type of customer groups. Furthermore, enterprises can compare the optimal input with the historical retention input to improve the customer retention strategies effectively.

关 键 词：Pareto/NBD模型 客户交易行为预测 客户保持 

分 类 号：C931[经济管理—管理学] F272.3