基于价值结构的顾客赢利性测量与管理  

The measurement and management of customer profitability:based on value structure

作　　者：陈少霞[1] CHEN Shao-xia(Business School, SUN YAT-SEN University, Guangzhou 510275, China)

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《管理工程学报》2017年第2期109-118,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71172159)

摘　　要：文章旨在为顾客赢利性优化管理提供更精确的理论依据和管理工具。因此,在评述现有顾客赢利性的测量模型——CLV在管理中的缺陷和困难基础上,通过讨论顾客行为对赢利的影响,诠释CLV的价值结构,进而探讨各价值成分的测量问题,以优化CLV模型。接着,探究所构建CLV模型的函数性质及其管理应用。由函数性质分析得知,在顾客忠诚i?的定义域[0,1]内,存在唯一最优点??使得iCLV达到最大值;且??和iCLV要受到边际顾客创新价值iK,顾客生命周期长度T,忠诚培养成本率b,实现购买率i?,及意见领袖能力iV等关键因素的影响,归纳得出5个命题,深度揭示了顾客忠诚与赢利性之间关系的变化规律。在此基础上,进一步阐述如何运用所构建CLV模型和所发现的结论建构赢利的顾客资产库,提出了一种顾客赢利性管理方法——"赢利的顾客资产库管理系统"(PCPMS),并论述PCPMS的管理方法与流程,进而探讨研究结论的管理启发。最后,讨论本研究的局限性,引出未来研究论题。The purpose of this article is to provide more accurate theoretical basis and management tool for optimizing customer profitability management.Based on the review of the existing findings on determining customer profitability, this study identifies some issues in the customer relationship managementarea. The value structure of CLV is interpreted fi＇om the perspective of the time and form of value by discussing the impact of customer behaviors onprofitability. CLV consists of existing value, potential value, WOM value, and innovation value. The measurement model of each value is proposed byoptimizing CLV model and exploring their feature of form process and influential factors. Furthermore, the function property of the proposed CLV model and its applications are discussed. According to the analysis of function property, thereis an optimal point O＂ on the domain [0,1] of customer loyalty O,, which makes CL V, reaching a maximum. In addition, 0＇ and CL V, will be affected bysome key factors such as marginal customer innovation value K,, customer lifetime cycle length T, customer loyalty cultivation cost b, customer＇s realpurchase rate 2,, and customer＇s opinion leadership V. Five propositions are given as following, which reveal the variation rule of the relationship betweencustomer loyalty and profitability. Proposition 1 ： There is an only optimal point 0＂ on the domain [0,1] of customer loyalty 0, , which makes CL V reaching a maximum, O＇ = 1 lit b = 0 .Moreover, when other conditions are same, the more K, is the more 0＂ and CLV, will be. Proposition 2： When other conditions are same, with the increase of T, 0＂ and CLV, will increase as well as the interval range on which customerloyalty has a positive effect on profitability and impact strength. Proposition 3： When other conditions are same, with the increase of the coefficient of b, 0＂ and CLV, will decrease as well as the interval range onwhich customer loyalty has a positive effect on profitability. Proposition 4： When other condit

关 键 词：顾客赢利性 CLV 关系管理 顾客资产库 价值共创 

分 类 号：F713.55[经济管理—市场营销]