大数据驱动与客户生命周期——基于汽车行业的分析  

Data Driven and Customer Life Cycle Theory——Analysis of the Automobile Industry as an Example

作　　者：辛宇[1] 郑鑫[1] 

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《河南社会科学》2014年第3期71-77,123-124,共7页Henan Social Sciences

摘　　要：最近几年,大数据被越来越多地应用到各个领域。一般来讲,大数据是个定性的概念,是指快速增长且难以被普通数据软件所处理的数据集。大数据具有数据量大、结构复杂、实时性高、价值密度低等特点。面对大数据带来的机遇与挑战,现有的许多管理理论如客户生命周期理论,必须根据现实情况的变化,进行有针对性地更改。大数据驱动下的全生命周期价值客户是企业营销的核心人群,应根据不同客户生命周期和类型,应用不同的动态保持模型和策略。This paper utilizes customer whole-life cycle management and customer whole-life cycle value theory and Big Data perspective, based on the 2D segment of customer's current value and value-added potential, combining with analysis on users' features, constructs a 3D model, including 3 levels: customer's current value, potential value and loyalty value. What's more, the thesis puts forward automobile users' dynamic maintaining strategy and relevant implementation focus together with customer maintaining theory, aiming at different customer life-cycle.

关 键 词：大数据 客户生命周期 客户生命周期价值 

分 类 号：C93[经济管理—管理学]