基于价值结构的顾客赢利性测量与管理

发布时间：2018-07-01 18:14

本文选题：顾客赢利性 + CLV　；参考：《管理工程学报》2017年02期

【摘要】：文章旨在为顾客赢利性优化管理提供更精确的理论依据和管理工具。因此,在评述现有顾客赢利性的测量模型——CLV在管理中的缺陷和困难基础上,通过讨论顾客行为对赢利的影响,诠释CLV的价值结构,进而探讨各价值成分的测量问题,以优化CLV模型。接着,探究所构建CLV模型的函数性质及其管理应用。由函数性质分析得知,在顾客忠诚i?的定义域[0,1]内,存在唯一最优点??使得iCLV达到最大值;且??和iCLV要受到边际顾客创新价值iK,顾客生命周期长度T,忠诚培养成本率b,实现购买率i?,及意见领袖能力iV等关键因素的影响,归纳得出5个命题,深度揭示了顾客忠诚与赢利性之间关系的变化规律。在此基础上,进一步阐述如何运用所构建CLV模型和所发现的结论建构赢利的顾客资产库,提出了一种顾客赢利性管理方法——"赢利的顾客资产库管理系统"(PCPMS),并论述PCPMS的管理方法与流程,进而探讨研究结论的管理启发。最后,讨论本研究的局限性,引出未来研究论题。
[Abstract]:The purpose of this paper is to provide more accurate theoretical basis and management tools for the optimal management of profitability. Therefore, on the basis of a review of the defects and difficulties of the existing customer profitability, based on the discussion of the impact of customer behavior on profit, the value structure of CLV is interpreted and the measurement of each value component is discussed. To optimize the CLV model. Then, explore the function properties and management applications of the built CLV model. From the analysis of the function nature, there is a unique best advantage within the domain [0,1] of customer loyalty I?? to make iCLV reach the maximum value; and?? and iCLV is subject to the marginal customer innovation value iK, the customer life cycle length T, and the loyal training cost rate B, In order to realize the influence of the key factors such as the purchase rate I, and the ability of the opinion leader iV, 5 propositions are summed up, and the changing rules of the relationship between customer loyalty and profitability are deeply revealed. On this basis, the author further expounds how to use the constructed CLV model and the found conclusions to construct a profitable customer asset bank and put forward a kind of customer profitability. The management method, "the profitable customer asset base management system" (PCPMS), discusses the management methods and processes of PCPMS, and then discusses the management inspiration of the research conclusions. Finally, the limitations of this study are discussed, and the future research topics are drawn up.
【作者单位】：中山大学管理学院;
【基金】：国家自然科学基金资助项目(71172159)
【分类号】：F274

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