CRM中伴随有利润的客户满意度管理方案决策模型  

Decision Model of Customer Satisfactory Degree Management Plan with P rofit in CRM

作　　者：吴国华[1] 张爱邦[2] 潘德惠[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110004 [2]辽宁商务职业学院,辽宁沈阳110015

出　　处：《东北大学学报（自然科学版）》2003年第6期610-612,共3页Journal of Northeastern University(Natural Science)

基　　金：国家自然科学基金资助项目(50174021)

摘　　要：客户关系管理(CustomerRelationshipManagement简称CRM)系统中伴随有利润变化的客户满意状态转移过程被看成是状态有限、时间离散的赋值马尔科夫过程·利用赋值马尔科夫过程方案决策的基本理论构建起CRM系统中客户满意度管理方案决策的随机模型,这里的"赋值"是指伴随状态转移产生的企业利润·该随机模型可以帮企业在制定的众多客户满意度提升方案中,选出能使企业长期经营条件下,总的获利最大的组合方案·最后以某厂CRM系统提供的数据为例,说明模型在实际中该如何应用·The customer satisfaction degree transition with pr ofit changing in Customer Relationship Management (CRM) was formulated as a disc rete-time continuous-state Markov decision process here. Then a random process of customer satisfactory management plan was established by using some basic th eories in assignment markov process. The results of the model can help enterpris e find the optimal policy in many plans, which can produce the most profits from the long run. An example was also applied to show how to use this model in mana gement decision.

关 键 词：客户关系管理 客户满意度 马尔科夫过程 方案决策模型 转移概率 即时期望获利 

分 类 号：F224.0[经济管理—国民经济]