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中国管理科学

中国管理科学 ›› 2007, Vol. 15 ›› Issue (3): 123-129.

• 论文 • 上一篇    下一篇

基于客户价值的客户序位评价研究

戴俊良1, 刘承水2   

  1. 1. 华北电力大学 北京102206;
    2. 北京城市学院 北京100083
  • 收稿日期:2005-06-22 修回日期:2007-05-30 出版日期:2007-06-30 发布日期:2007-06-30
  • 作者简介:戴俊良(1962),男(汉族),四川省成都市人,华北电力大学博士生,国家电力监管委员会华北监管局,研究方向:电力市场.

Study on Customer Tagmeme Evaluating Based on Customer Value

DAI Jun-liang1, LIU Cheng-shui2   

  1. 1. North China Electric Power University, Beijing 102206, China;
    2. Beijing City University, Beijing 100083, China
  • Received:2005-06-22 Revised:2007-05-30 Online:2007-06-30 Published:2007-06-30

PDF (PC)

1479

被引次数

28

摘要： 客户关系管理是目前管理研究的热点,企业对客户价值的序位评价是其基础问题之一,其有效性是实施客户关系管理的基础.基于价值的客户序位评价是根据客户的价值大小来定位客户.本文首先在现有的客户价值评价体系的基础上结合客户生命周期理论设计了一种新的客户价值评价指标体系,从客户的生命周期阶段和客户发展潜力两个方面来评价客户价值.然后根据该指标体系的指标特性,选择神经网络作为评价方法.最后根据客户价值评价结果进行客户序位,并对每个类别的客户特征及其相应的营销策略进行了分析.

关键词: 客户关系管理, 客户价值, 指标体系, 客户序位, 评价

Abstract: Customer Relationship Management(CRM) is a hot management researches topic at present.To measure the value of customer by enterprise is one of the basis researches of CRM,and its effect is the basis for implementing CRM.Customer tagmeme evaluting based on customer value is a method of customer segmentation through analyzing customer value.In this paper,we design a new index system for customer value evaluation combining the theory of customer lifetime cycle.This index system evaluates customer value from two ways: lifetime stage of customer and development potential of customer.Then we selectneural networks as evaluation method.At the end of this paper,we segment customer according to the evaluate result and analyze the marketing strategy of each customersort.

Key words: customer relationship management, customer value, index system, customer tagmeme, to evaluate

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