企业客户生命周期价值模型及应用研究

【作者】 周娜；

【导师】 谭跃雄；

【作者基本信息】 湖南大学 ， 管理科学与工程， 2003， 硕士

【摘要】 近年来兴起的客户关系管理(CRM)迎合了全球经济的市场环境变化与发展，其理论和方法越来越受到企业的普遍关注，成为新时代企业制胜的杀手锏，也成为企业管理决策研究和管理信息系统应用的持续热点。客户生命周期价值(CLV)是CRM中的一个核心概念，是当前国内外CRM研究的一个重要分支。对客户生命周期价值进行分析是企业正确区分客户、有效分配企业资源，进而为企业赢得更高回报的前提，也是保证企业正确有效地实施CRM战略的基础和核心。因此，企业对客户生命周期价值进行有效的评价，用科学的方法通过维持与客户的长期关系来获得最大的客户生命周期价值，从而为企业的持续发展带来竞争优势，是每个企业亟待解决的问题。 鉴于此，本文针对国内外的研究现状以及国内企业的发展状况，在CRM背景下，以客户全生命周期管理为初衷，对客户生命周期价值领域当前研究的最新进展和难点展开探讨，旨在进一步推动企业客户关系管理策略的研究和完善CRM系统中决策功能的研发。本文首先分析了包括客户关系管理理论、客户生命周期理论以及客户价值理论在内的客户生命周期价值的相关理论基础。然后在此理论基础上对现有的客户生命周期价值定量计算方法进行完善和改进，从客户利润参数、动态客户保持率和客户生命周期时间因子三个主要方面进行研究，并提出扩展后更完整的客户生命周期价值模型，使其更具可操作性。随后分别对模型参数确定方法进行具体实例分析以论证其有效性。最后对客户生命周期价值建模进行应用分析，并提出相应的策略，以期更好的指导我国企业的客户关系管理实践。更多还原

【Abstract】 As a new management mode, Customer relationship management (CRM) caters for the change and development of market in the new economic environment. Its theory and method can direct enterprises to adjust their customer relationship well, so more and more enterprises pay much attention to it. Customer lifetime value (CLV) is the key concept within CRM and it has become a main study area of CRM. Enterprises can identify different rank of customers and allocate their resources to different customers properly through evaluating customer lifetime value, and then gain more profit from valuable customers so as to develop their competence in competition. So how to maintain the long-term relationship between enterprises and customers efficiently and maximize customer lifetime value are the problems urgently waiting to be solved for enterprises.For the reasons above mentioned, based on the present study status on CLV, from the perspective of enterprises, this paper discusses the evolvement and difficulties of CLV study in order to facilitate the study on customer relationship management strategies and the development of decision support system in CRM software. At first, the paper illustrates the theory framework correlated with CLV, including CRM theory, customer lifecycle theory and customer value theory. Then based on these theories, the paper puts forward the improved means to define the main parameters in CLV model, that is, customer value parameter, dynamic customer retention rate and customer lifecycle time factor. And then an expanded CLV model is presented. Afterwards, several instances correlated with parameters of CLV model are showed. At last, the paper discusses the applications of CLV theory and model in customer relationship management and brings forward some relevant strategies to direct the CRM practice of Chinese enterprises.更多还原