基于推荐理论的客户分类模型探析  

Recommended theory of customer classification model

作　　者：马特[1] 董大海[1] 郭艳红[1] 

机构地区：[1]大连理工大学管理学院,辽宁大连116024

出　　处：《科技与管理》2012年第2期51-54,共4页Science-Technology and Management

基　　金：国家自然科学基金重点项目(70532006);教育部人文社会科学项目(10YJC630065);教育部新世纪优秀人才支持计划项目(70532006)

摘　　要：随着我国企业的发展进程逐渐加快,关注并提高客户给企业带来的价值已经逐渐被各界学者所重视。但是,目前企业所关注的客户价值仅仅是将重点放在了客户给企业带来的直接价值,而忽视了对企业同样重要的间接价值。在客户终身价值的基础上提出了重视客户推荐价值的意义,并对现有文献进行了梳理和总结,提出了基于客户终身价值和客户推荐价值双维度的分类模型,为理论及实践研究提供了参考价值最后为客户的推荐价值指出了可能的研究方向。With the fast growing of China enterprises,benefits from customers for the enterprise draw the attentions of the scholars in different fields.But what the enterprise concerns is only the direct values come from the customers and the indirect values is ignored.Based on customer lifetime value,the meaning of paying attention to customer recommendation value was put forward in this article.A 2-Dimention classification model based on customer lifetime and recommendation value was put forward after summarizing present papers.This model was valued at theoretical and practical research,and also pointed out a possible research for customer recommendation.

关 键 词：客户价值 客户间接价值 客户关系管理 客户推荐价值 

分 类 号：F069.9[经济管理—政治经济学]