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在技术水平不断提升以及产品服务趋于同质化的环境下,我国移动通信企业开始由基础网络建设向专业化的增值业务转型,在激烈的市场竞争中,及时准确的挖掘高价值客户,提供个性化的功能业务,提升客户价值,成为各通信企业获取新竞争优势的有效途径之一。在BG/NBD模型的基础上,通过捕捉客户随机交易行为,构建了客户终身价值测度模型,结合电信运营商的客户数据进行客户终身价值预测研究,结果发现,模型在客户整体层面和个体层面均能有效且准确的预测客户终身价值。 相似文献
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基于口碑效应的客户终身价值改进模型 总被引:4,自引:0,他引:4
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。 相似文献
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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。 相似文献
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The resource presented in this paper introduces and contextualises the teaching of Customer Lifetime Valuation (CLV) to management accounting students. CLV is a relatively recent innovation. It involves calculating the present value of expected net cash flows generated over the lifetime of an organisation's relationship with a particular customer/customer segment and using this information better to manage returns derived from a customer base. The Teaching Resource provides an introduction to the topic, suggested learning objectives, suitable student reading, and an innovative case (OzInsure case) facilitating students' technical competence and evaluation of CLV. Also included are suggested solutions and further background information situating the use and development of the teaching resource. Feedback received from peers and students indicates the utility of the Teaching Resource, and provides guidance as to its future development. More generally, this resource illustrates the feasibility of using instructors' research experiences to inform learning in management accounting. 相似文献
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顾客忠诚及其有效性研究回顾与展望 总被引:1,自引:0,他引:1
顾客忠诚是顾客关系管理的重要指标之一,自20世纪40年代起,企业与学术界不断探寻提高顾客忠诚的管理方法,但顾客忠诚的有效性至今尚有很大争议。文章在系统梳理国内外文献的基础上,对顾客忠诚的内涵、顾客忠诚管理有效性、顾客忠诚与赢利性的关系等研究进行了评析,并提出了顾客忠诚与赢利性关系研究的未来展望。 相似文献
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Previous studies show how strategies based on the customer lifetime value (CLV) can lead to an increase of profitability for a firm. In this context, marketing serves the purpose of maximizing CLV and customer equity (the CLV of current and future customers). For most types of service firms, salespeople are direct participants in implementing the CLV concept. However, prior research does not answer the question of whether or how salesperson CLV orientation can enhance profits. Using data on salespeople in a large Chilean retail bank, this study shows that the effect of salesperson CLV orientation on salesperson performance follows an S-shaped function (which is first convex and then concave). Additionally, data does not support the idea that the optimum level of CLV orientation depends on salesperson customer orientation, salesperson adaptive selling behavior, or salesperson experience (i.e., CLV-oriented behaviors could be effective across a wide range of salespeople). As such, this study addresses an important concern among researchers and managers that is related to how to increase the salesperson performance. The findings of this study suggest that firms need to monitor individual salesperson CLV orientation more closely. 相似文献
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Pedro Hidalgo 《Journal of Business Research》2008,61(6):691-696
Understanding the long-term price matching effects on CLV is important in evaluating the effectiveness of these policies in stimulating customer retention. In industries with low brand differentiation and low customer involvement (e.g., private pension system), it can be seen that choosing a brand is based on inertia. The objective of this article is to analyze the convenience for the firm of improving customer retention, by matching the lowest price in the Chilean private pension system. Results suggest that matching the industry's price leader reduces the firm's CLV, thus diminishing firm incentives to make this marketing effort. 相似文献
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一个企业有没有顾客,拥有的顾客是什么类型的,是不是企业想获取的顾客,都是当今企业需要认真思考的问题。而要获取有效的顾客并加以管理,必须认真核算每个顾客的价值大小,从而依据不同的价值程度把顾客加以分类,并委以胜任的业务员来管理相应类型的顾客,使顾客在得到优质产品与服务的同时为企业带来相应的利润。因此,本文先通过CLV来测算顾客价值大小,并借助任务分配模型来帮助企业找到业务员与顾客的最优匹配,从而提升企业的顾客管理水平。 相似文献
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