国外顾客价值测量研究及其启示

顾客价值测量的研究相当薄弱,特别是有关顾客价值的量表开发研究几乎是凤毛麟角。本文试图对国外顾客价值测量的研究成果进行综述,并在此基础上提出和阐述顾客价值测量的一些观点,为顾客企业如何评价供应商的价值创造潜力并进而选择最佳供应商开发一个有效的价值测量量表提供一些指导性的意见。     

顾客终生价值计量模型研究综述

如何计算和预测顾客终生价值(Customer Lifetime Value,CLV),已经成为顾客关系管理领域的一个核心课题。本文在对相关文献梳理的基础上,对顾客终生价值计量模型研究进行了回顾、分析和归纳,阐述了顾客终生价值模型研究的现状以及存在的不足,指出了未来研究的可行方向。     

基于顾客感知价值测量模型的顾客资产管理研究

顾客感知价值是企业进行顾客资产管理的重要内容,本文在研究分析Ravald和Gmnroos提出的“全情景价值”及顾客感知价值测量模型的基础上,提出企业提升顾客资产管理水平的方法,为企业获得顾客忠诚,提升竞争优势提供合理建议。     

顾客价值测量属性的界定研究

以顾客为中心的时代已经到来,企业能为顾客提供更多的顾客价值,才能在竞争中获胜。而对顾客价值的测量属性进行明确界定才能更好地进行顾客价值创造。本文从顾客价值的内涵入手,通过几种模型的测评和分析,对顾客价值测量属性进行了进一步的界定。     

基于顾客价值链的顾客价值管理

以顾客价值为基础是新型管理实践的主题,本文从顾客价值链的角度分析如何进行有效顾客价值管理,提升顾客价值并增强企业的竞争优势。     

新奢侈品顾客体验价值研究综述

随着我国新奢侈品市场不断扩张,全球各大奢侈品公司都将战略目光锁定在中国市场。我国新奢侈品消费群体是有别于其他国家消费者的特殊群体,新奢侈品对于我国消费者有着与众不同的体验价值。奢侈品是一种高品质、高价格、稀缺的、独特的、有文化传承的,象征性远超过功能性的,针对特定消费群体的非生活必须品。奢侈品具有高价格、高品质、珍贵性、炫耀性等特点。通过与大众商品和传统奢侈品的对比显示,奢侈品从不同的角度划分得到不同的分类结果,新奢侈品是质量优于大众商品,定价常常是大众商品10倍之多,但低于传统奢侈品的商品,它们在大众与顶级之间的市场上占据有利的市场空间。而不同的顾客有着不同的顾客体验价值。     

国外顾客价值测量方法评介

文章通过对国外顾客价值研究文献的梳理,以顾客感知价值理论、顾客关系价值理论及顾客让渡价值理论为基础,对这三类顾客价值测量方法进行阐述,通过各模型之间的分析与对比,指出顾客价值测量方法中应注意的问题,为企业进行顾客价值评估时对现有方法进行合理选择及整合运用提供理论依据。     

基于顾客价值的企业核心竞争力研究

在顾客驱动的市场中，交易过程中的顾客感知价值已经取代产品和服务成为衡量企业影响市场的最重要的因素，同时公司衡量其产品或服务的质量标准也逐渐从内部质量保证演变到提高外部的顾客价值，企业所获得的核心竞争力必须要实现顾客所看重的核心价值。本文从研究顾客价值内涵出发，探讨了顾客价值与企业核心竞争力之间的关系，并阐述基于顾客价值的企业核心竞争力的形成过程。     

顾客价值研究综述

本文对国内外顾客价值研究文献进行了系统梳理,总结了顾客价值的定义,分析了顾客价值的结构维度,阐述了顾客价值的影响因素以及顾客价值的结果,对顾客价值的未来研究进行了展望。     

顾客价值战略与企业竞争优势

在企业踏上科技快车道的今天,顾客对于产品和服务的期望越来越高,顾客购买商品的主要驱动力是看商品给他带来的价值大小.因此,企业只有在设计、生产和提供产品时以市场为导向,为顾客提供超越竞争对手的价值,才能在激烈的市场竞争中获取可持续的竞争优势.本文从竞争优势的涵义及来源着手,分析了顾客价值对竞争优势的贡献,以及如何通过实行顾客价值战略以提升企业竞争优势.     

电子商务环境下客户价值评价模型研究

本文分析了在电子商务环境下对客户价值进行评价的必要性,在传统的客户价值评价指标的基础之上结合电子商务的特点提出了电子商务环境下的客户价值评价指标,并且结合层次分析法,构建出电子商务环境下的客户价值评价模型.     

电子商务环境下客户价值评价模型研究

本文分析了在电子商务环境下对客户价值进行评价的必要性,在传统的客户价值评价指标的基础之上结合电子商务的特点提出了电子商务环境下的客户价值评价指标,并且结合层次分析法,构建出电子商务环境下的客户价值评价模型。     

Approaches to the Measurement and Management of Customer Value

SUMMARY

Determining and managing customer lifetime value is one of the most important strategic objectives of companies today. This paper critically examines some of the most popular approaches traditionally used to measure the value of customers in a company's portfolio. The methods reviewed include RFM and total revenue approaches to differentiating the value of customers. Although these methods have relative advantages, they have serious drawbacks that limit the ability of managers to accurately assess customer value. An alternative model for the measurement and management of customer value is proposed.     

基于顾客终生价值分析的营销策略研究

顾客终生价值 (CLV)是企业在与顾客关系持续的整个阶段中所获得的全部价值 ,由已实现价值 (RV)和未来价值 (FV)所构成。以已实现价值、未来价值为两轴 ,可将顾客分为四种不同的类型。为提高营销效果 ,针对每一类型的顾客 ,企业应采取不同的营销策略。     

顾客忠诚的价值

建立顾客忠诚对企业至关重要 ,顾客忠诚所创造的价值包括了一般顾客可能带来价值的所有方面 ,顾客忠诚的价值在于不仅为企业带来稳定可观的销售利润 ,而且影响企业长期的经营和发展 ,是企业拥有的核心财富和战略资产 ,是真正属于企业的核心竞争力 ,对企业的生存和发展具有重要的战略意义。     

A Partially Hidden Markov Model of Customer Dynamics for CLV Measurement

Customer lifetime value (CLV) measurement is challenging as it requires forecasting customers' future purchases. Existing stochastic CLV models for this purpose generally make the following assumptions: 1) purchase behavior of customers can be described by purchase frequency and the average monetary value of transactions, 2) customers keep the same purchase behavior pattern over time, 3) purchase frequency and monetary value are independent, and 4) customers are active during a limited period of time after which they permanently defect. We develop a new stochastic model that relaxes these four assumptions. First, in addition to the number of transactions and its monetary values, we also model purchase incidence decisions (i.e. whether or not to purchase). Second, our partially hidden Markov truncated–NBD-GG (PHM/TNBD-GG) model allows dynamic purchase patterns, dependence between purchase frequency and monetary value, and customers to become active after a few periods of temporary inactivity. Validation of our model on two datasets demonstrates that if assumptions 1 to 4 of existing stochastic models are violated our model produces more accurate forecasts of future customer behavior.     

一种新顾客满意度指数测评模型的实证研究

顾客满意度指数是近年来许多国家或地区积极开展研究和采用的一种新的经济指标。本文在已有研究的基础上,结合我国消费者行为的特点,构建了一种新的顾客满意度指数测评模型,并以手机购买者为样本进行了实证分析。新模型在期望不一致模式的基础上,同时考虑了公平模式和需要不一致模式,引入感知公平和感知价格变量,建立了由顾客满意、企业形象、感知价格到顾客忠诚三条路径关系。     

Customer Satisfaction,Service Quality and Perceived Value: An Integrative Model

The present study examines the relationships among customer satisfaction, service quality and perceived value. These variables are increasingly recognised as being sources of competitive advantage. However, little empirical research has been conducted to examine these variables simultaneously and their relationships with post-purchase behaviour. The present study was therefore designed to develop an understanding of the relationships among these variables and their influence on postpurchase behaviour. An integrative model was developed and tested using data collected from customers in the restaurant industry. The results reveal that customer satisfaction and perceived value significantly influence post-purchase behaviour. Implications of the findings and areas for future research are discussed.     

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.     

顾客终生价值在CRM绩效管理中的作用

从顾客终生价值 (CustomerLifetimeValue ,CLV)的定义、计算公式和测量步骤 ,可以看出CRM绩效管理的核心目标是使企业的顾客群的顾客终生价值最大化。同时 ,任何企业中都存在顾客价值创造的五个杠杆 ,但是对于不同的细分市场 ,为了使潜在的价值创造最大化 ,应该不同地混合使用这五个杠杆。