基于数据挖掘的航空货运CRM研究

本文首先对航空货运客户进行分类,然后细分了航空货运客户价值,进而重点介绍了数据挖掘中面向属性的归纳的算法,并在此基础上对航空货运客户的进行了实证研究。     

基于客户需求的航空货运价值链优化设计

在当前竞争日益激烈的航空货运市场,客户是企业的利润来源。分析客户对航空货运产品的需求特点,结合我国航空货运企业业务实践,运用企业价值链管理相关理论,提出面向目标客户需求的航空货运价值链优化方法,能帮助航空货运企业抓住核心工作环节,摒弃无意义的价值活动,提高企业收益水平和竞争力。     

基于客户价值评价的客户细分

随着以客户为中心的商业模式出现,客户成为企业最重要的资源。然而,其在整个客户生命周期上有不同的客户价值。其中,客户当前价值决定了企业当前的盈利水平,客户长期潜在价值关系到企业的长远利润,因此,对客户价值进行正确评价并以此进行客户细分,对提高企业效益具有重要的研究意义。本文从客户的当前价值和潜在价值两个方面建立了一个客户价值评价指标体系,给出了客户价值评价流程,并应用该评价指标体系通过算例对客户价值进行计算,由此对客户进行了细分。     

基于电子商务的客户价值评价初步研究

企业的经营活动由原来的以产品为中心的商业模式转向以客户为中心的商业模式,客户成为企业获得利润和竞争优势的重要资源。本文通过分析客户价值与企业电子商务战略目标的关系,提出了电子商务环境下客户价值的六种特性,并将客户价值细分为六个方面,并依此构建了电子商务环境下企业客户价值评价指标体系;最后,对电子商务环境下客户价值的评价。     

基于客户价值的客户细分及保持策略分析

客户细分是企业竞争优势的主要来源,准确地进行客户细分是有效实施客户保持策略的基础,保持有价值的客户应按照客户细分情况有效地组织企业资源,以客户为中心提高客户满意度,并以此为手段来提高企业获得利润的能力.     

基于聚类分析的客户金字塔模型研究

客户金字塔模型是一种十分流行的客户细分方法，本文提出了从客户价值和客户忠诚度两个维度来构造两维客户金字塔模型。并运用了聚类分析法，以客户消费行为数据为样本，详细阐述了基于本模型的客户细分方法及细分结果，为企业提供了一种新的的客户细分方法。     

基于客户价值的客户分类及保持策略研究

客户分类是企业成功的关键,是企业实施客户关系管理的基础,是成功实施客户保持战略的首要任务.本文首先从客户当前价值、潜在价值、忠诚度三个维度来分析如何建立客户价值指标体系.然后结合某汽车4S店构建基于BP神经网络的客户细分模型实际,按照客户的不同价值将客户分为低价值低潜力、低价值高潜力、高价值低潜力、高价值高潜力四类,最后根据客户细分结果分析各类客户的特点并提出相应的保持策略.     

论客户的细分与营销对策

本文根据客户终身价值和客户期望值两个变量,将客户细分为亲密型客户、安全型客户、危险型客户和陌生型客户.在分析各客户细分市场特点的基础上,分别从产品、战略的角度出发,提出针对每个细分市场特点的营销对策.     

基于四象限划分的银行个人客户细分策略研究

随着我国商业银行个人业务的不断发展以及个人客户价值认知程度的不断提高,对个人客户进行细分就显得更加重要。本文引入四象限分析法的思想,设定了个人客户贡献度和信用度两个维度,对客户进行细分,并将各象限客户群体的特征分别定义,然后提出了信用度和贡献度的评价指标及评估方法,以期针对信用度和贡献度对个人客户价值进行综合评估,并根据评估结果细分客户,最后提出了商业银行对不同类别的客户应采取的差别营销策略。     

基于客户价值的电信客户细分研究

随着全业务竞争日益激烈。电信运营商亟需通过客户细分的支持精确把握用户需求,对客户进行差异化营销。为了更加精确地对不同的客户群设计营销策略,结合电信运营商用户的特点,构建了客户终身价值的评价体系,提出基于客户终身价值的客户分群设计,并对某运营商的电信客户细分进行了实证研究。     

Customer Lifetime Value as the Basis of Customer Segmentation

SUMMARY

In this article, we examine current trends in customer life-time value and customer segmentation models and identify key issues for future research. CLV-based segmentation is a segmentation approach that groups customers into meaningful segments based upon customer lifetime value and (potentially) other factors. In the article, we discuss the extent to which CLV-based segmentation meets the criteria for effective segmentation. We also identify six areas for future research: (1) models and management of “micro-segments,” (2) using CLV-based segmentation to improve the efficiency of marketing programs, (3) the need for more dynamic CLV-based segmentation models, (4) applying CLV-based customer segmentation to new products and new customers, (5) challenges associated with implementing CLV-based segmentation, and (6) the need for new models that enable firms to segment customers by response to marketing activities and CLV at different points in the customer decision process.     

第三方物流企业的客户关系建立和维系

拓展客户难,维持客户更难,经济越是不景气,客户资源就越是稀缺,于是建立和维系客户关系就成为重中之重。通过与客户之间建立起长期、良好的合作关系,通过满意的客户介绍和推荐,企业将会挖掘更多的潜在客户,获得更多的物流服务项目,与此同时也就提高了第三方物流企业的市场知名度和美誉度,提高了第三方物流企业的竞争力。     

Using Information as a Basis for Segmentation and Relationship Marketing: A Longitudinal Case Study of a Leading Financial Services Firm

An important concern for service businesses is how to develop an appropriate segmentation and relationship marketing strategy that is tied to the value contribution of the customer base. This article presents a case study of the relationship marketing strategy for a division of a leading, worldwide financial services provider. The case firm segments customers into three tiers, using a framework similar to the one established by Berry and Parasuraman. Potential revenue from the customer is the primary segmentation variable used to assign customers to one of the three tiers, while the customer service response is tailored for each tier based upon customer information capabilities and needs. Although information is normally thought of as a supplemental service, rather than a core service, this case study shows how information is central to providing effective customer service and is a key to relationship marketing. The study also demonstrates how social and structural bonds can be used to refocus a customer's thinking from a cost perspective to a value perspective.     

不确定条件下客户关系管理策略的可靠性分析

与客户保持持久的关系是企业客户关系管理的重要目标。目前的CRM理论所强调的基于价值的客户细分和客户忠诚培养的策略,在不确定的市场环境、客户需求和企业能力的条件下不一定有效。通过对客户关系的本质内涵和客户关系管理的主观意图的比较,概括了客户关系中不确定性的三方面表现形式和四种体现类型,并分析了在不确定条件下客户价值循环、客户忠诚理论和企业营销资源投入的可靠性。     

How competent are consumers? The case of the energy sector in France

This paper discussed the notion of value co‐creation and the concept of customer competence as suggested by this notion. This led us to consider the competent customer as a social construction related to managerial representations. In order to examine this issue, a longitudinal exploratory research based on participant observation and in‐depth interviews with employees of a French energy supplier was conducted to explore whether customers are perceived as competent or incompetent market actors. The data analysis revealed four categories illustrating customers' profiles coping with the new situation of the ‘Utility X’ group in the energy sector. ‘Utility X’ employees define their customers according to four profiles: myopic, ignorant, uncreative and organizer of company resources. Even if the marketing studies that share the Service‐Dominant Logic point‐of‐view suggest that the customer would be competent at all times, our findings showed that customer competencies are in fact socially constructed and emerge partially from managerial representations. Therefore, the adoption by companies of a marketing philosophy (‘market with’ philosophy), in which the customer and supply chain partners are collaborators in the entire marketing process, seems only possible if they recognize customers' competencies and identify situations when customers do not activate their competencies or do not have the resources that enable them to develop their competencies.     

Is there a relation between religiosity and customer loyalty in the Chinese context?

The prevalent and complicated religiosity inside Chinese consumer makes it interesting but difficult to investigate the relation between their religiosity and consumer behaviour. Based on the marketing and psychology background in the Chinese context, this study explored the relationship between Chinese religiosity and their customer loyalty. Cross‐sectional survey data and statistical methods were used to compare customer loyalty under different levels of religiosity. The results reveal significant and positive differences of customer loyalty among consumers with different extent of religiosity in most product categories. This study puts forward a new perspective for marketers to predict and develop loyal customers, even to promote marketing segmentation and customer value.     

基于优质客户盈利能力的客户保持策略

当今的客户管理已经不再仅仅局限于树立"客户是上帝"的传统观念,客户也有可能成为"魔鬼",给企业带来坏账、诉讼等,导致企业经济利益流失,单纯地扩大市场份额并不一定能够确保持久的竞争优势.为更好地实现企业价值,现代企业应通过分析客户盈利率来寻找优质客户,通过理解并响应客户的需求和愿望、提升质量与品牌形象、进行感情投资及忠诚营销计划等来维系优质客户.     

论商业银行顾客忠诚度的提高

忠诚的顾客对商业银行的经济效益影响极大,影响顾客忠诚度的因素有转移成本、顾客满意、顾客信任以及顾客感知价值。要提高商业银行的顾客忠诚度,必须在“以客户为中心”的理念的指导下,在利用数据仓库,对顾客进行分类管理,提供个性化服务的同时,进行业务流程创新,实行内部营销。     

基于口碑效应的客户终身价值改进模型

本文认为,客户终身价值(CLV)模型是客户关系管理的核心,企业决策者应将有限的资源投放到最有价值客户身上,保持和提高这些客户的价值,为企业赢得长远利益。文章在剖析前人客户终身价值模型的基础上,建立了基于口碑效应的客户终身价值改进模型,更客观地反映了客户消费行为,提高了客户终身价值模型预测的准确性。通过改进模型计算可以知道,满意客户因为积极的口碑效应使自身客户价值放大,不满意客户因为消极的口碑效应使自身客户价值缩小。     

Customer Valuation as a Driver of Relationship Dissolution Sabrina Helm Heinrich-Heine-Universitaet,Germany

Abstract

As all customers are not created equal (Hallberg & Ogilvy, 1995), the different contributions of customers to a supplier's goals have to be evaluated to grant efficient relationship marketing. Furthermore, a handling system has to be developed for unprofitable customer relationships. This is a hitherto neglected field, as marketing researchers and practitioners are generally rather interested in attaining and keeping customers, not in the ending of relationships. The article aims at integrating the concepts of customer equity and profitability with approaches of relationship dissolution, which have recently emerged in the literature. Different aspects of calculating the value of customer relationships and value-based criteria that focus on monetary and non-monetary components of a customer's value are discussed. In an exploratory study undertaken in the German mechanical engineering industry, the relevance of customer valuation to dissolution decisions is analyzed.