| SMC模型在客户潜在价值发现的应用实证研究 |
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| 引用本文： | 李德强,傅铅生.SMC模型在客户潜在价值发现的应用实证研究[J].价值工程,2007,26(2):29-33. |
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| 作者姓名： | 李德强 傅铅生 |
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| 作者单位： | 南京航空航天大学经济与管理学院,南京,210016 |
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| 摘 要： | 客户关系管理(Customer Relationship Management,CRM)愈来愈成为企业营销的新观念。客户价值特别是客户潜在价值的发现,在企业获取新客户、保持老客户等方面发挥着基础的作用。本研究结合一零售业的历史交易数据库,分别计算出客户的当前价值和潜在价值,将两者结合起来进行聚类分析,得到客户群集及其特征,以此可以作为开展营销策划的依据。
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| 关 键 词： | 客户关系管理 客户价值 潜在价值 SMC模型 |
| 文章编号： | 1006-4311（2007）02-0029-05 |
Positive Research of SMC Model in the Application of Customer Potential Value Finding |
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| Li Deqiang,Fu Qiansheng.Positive Research of SMC Model in the Application of Customer Potential Value Finding[J].Value Engineering,2007,26(2):29-33. |
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| Authors: | Li Deqiang Fu Qiansheng |
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| Institution: | School of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 210016, China |
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| Abstract: | Customer Relationship Management (CRM) is growing to be the new concept of enterprise marketing. The finding of Customer value especially the customer potential value plays the role in acquiring new customers and keeping old customers. In this article we use a history transaction database of a retail to compute respectively the customers' current value and potential value, then cluster and analyze them. From these, we get the customers' clusters and their characters, of which the enterprise can implement the marketing plans on the basis. |
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| Keywords: | customer relationship management customer value potential value SMC model |
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