基于合作博弈理论的流失客户赢回决策研究  

A Study of Decision-making to Win-back Lost Customers Based on Cooperative Game Theory

作　　者：梁武超[1] 顾幼瑾[1] 段宁东[2] 

机构地区：[1]昆明理工大学管理与经济学院,昆明650093 [2]云南烟草科学研究院经济信息研究中心,昆明650106

出　　处：《价值工程》2012年第28期175-177,共3页Value Engineering

基　　金：云南省教育厅科学研究基金项目(2011J081)

摘　　要：本文针对不同类型的流失客户分别针对流失客户赢回策略即费用进行博弈,将赢回预算按比例分配这一方式和夏普利值以及核仁的分配进行比较,研究发现企业赢回投入和赢回概率具有正相关的关系,同时对于企业营销实践具有重要的意义。This paper uses different type of strategies to win-back lost customers according to different types of the loss customers, tha~ is to say, the game aim at cost. At the same time, this paper compares win-back budget allocated in proportion to the value with the Shapley value and the kernel distribution,and indicates enterprise win-back into has direct correlativity with win-back probability. This paper has the vital significance for the enterprise marketing practice.

关 键 词：合作博弈 流失客户 赢回 决策 

分 类 号：F224.32[经济管理—国民经济]