| 基于产品Portfolio的顾客终生价值测评方法 |
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| 引用本文： | 李东进,张春雨.基于产品Portfolio的顾客终生价值测评方法[J].郑州航空工业管理学院学报(管理科学版),2006,24(1):43-46. |
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| 作者姓名： | 李东进 张春雨 |
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| 作者单位： | 南开大学市场营销系,天津300071 |
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| 摘 要： | 当前CRM研究中一个重要课题就是如何测评顾客终生价值问题。但是，CRM研究中有过分地强调技术而忽略市场营销的倾向。文章基于企业和顾客的均衡点——产品portfolio探讨顾客终生价值测评方法，提出了基于产品portfolio的顾客终生价值测评方法，可以向企业提供交叉销售或向上销售的营销机会。
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| 关 键 词： | 顾客终生价值 产品portfolio 品牌资产 |
| 文章编号： | 1007-9734(2006)01-0043-04 |
| 修稿时间： | 2005年10月12 |
Study on Methodology for Calculating Customer LTV Based on the Portfolio of Products |
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| LI Dong-jin,ZHANG Chun-yu.Study on Methodology for Calculating Customer LTV Based on the Portfolio of Products[J].Journal of Zhengzhou Institute of Aeronautical Industry Management,2006,24(1):43-46. |
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| Authors: | LI Dong-jin ZHANG Chun-yu |
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| Abstract: | Nowadays,customer Life Time Value(LTV) is one of important issues regarding CRM.Research and project for on-line and off-line CRM so far,still is more considering company's perspective and data mining technology than customer's one and marketing application.To cope with problem,this paper deal with equilibrium of both customer and company using customer utility based on portfolio of products which is used as critical mass to calculation of the customer equity in this paper,and more focused on utilizing marketing domain knowledge as attribute based preference,brand equity,objectively perceived attribute level than new information technologies for data mining. |
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| Keywords: | customer LTV portfolio of the products brand equity |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
