客户终生价值典型动态影响因素分析及电信业实证研究  

Empirical Research on Typical Dynamic Influencing Factors of Customer Lifetime Value and Telecom Industry

作　　者：齐佳音[1] 刘芳[1] 史双[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2012年第6期38-46,54,共10页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：国家自然科学基金项目(71171023);教育部新世纪优秀人才支持计划项目(NCET-10-0241)

摘　　要：客户终生价值(CLV)典型动态影响因素的识别对于CLV建模以及CLV提升具有指导作用。本文在已有研究成果的基础上,提出了关于CLV典型动态影响因素与CLV之间关系的11组假设。选择北京地区移动通信运营商A、B作为实证对象,通过问卷调查等方法收集481份问卷。分析结果显示,9个客户类因素和5个企业类因素均对CLV产生显著影响。其中,对CLV相关程度较高的影响因素包括性别、世代、收入水平、成就的需要和自主的需要、需求领先、使用情境、高层对客户关系管理(CRM)的规划度以及CRM技术成熟度(显著水平均小于0.001)。根据实证得出的客户类因素和企业类因素对CLV的影响关系,提出了针对电信运营商的客户关系管理建议。The identification of typical dynamic influencing factors of customer lifetime value （CLV） is helpful for the CLV prediction modeling and CLV raising. Based on the authors＇ former research results, 11 groups of hypotheses about the relationships between influencing factors of CLV and CLV were proposed. Two mobile telecorn operators in Beijing were chosen as empirical subjects and 481 questionnaires were collected. The results show 9 factors from customer aspect and 5 factors from enterprise aspect which influence CLV significantly. What＇s more, some factors are highly correlated to CLV, including gender, generation, income, achievement requirement, independence requirement, lead user status, usage situation, customer relationship management （CRM） programming level and CRM technical maturity （ significance level is less than 0.001 ） Based on the results, the suggestions on the customer relationship management for telecom operators are given.

关 键 词：客户终生价值 客户关系管理 消费者行为 典型动态影响因素 电信业 

分 类 号：F625[经济管理—产业经济]