基于客户终身价值的电力客户细分研究

将客户终身价值理论应用于电力客户细分领域,通过广泛调研和专家咨询,构建了电力客户价值评估体系,并运用层次分析法为客户价值评估体系指标赋权。通过实例计算出所选客户的当前价值与潜在价值,指出其所属的客户类型,并针对其价值特征提出具体的营销对策。实践表明,这套客户细分方法为供电企业的营销工作提供了有效工具。

Study on Power Customer Segmentation Based on Customer Lifetime Value

The theory of customer lifetime value was used in this paper to subdivide power customers.A measurement system for power customer value was achieved through survey and investigation,and the Analytical Hierarchy Process(AHP) was adopted to determine the weight of every index.For example,this paper calculated the current value and potential value of the selected customers,pointed out the types,and put forward the specific marketing strategies.Practice shows that the power customer segmentation method can be used as reference for power enterprises marketing.