摘要
准确的客户分类是企业有效地实施客户关系管理的基础。基于客户价值的客户分类是根据客户的价值大小来判断客户的类别。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分类,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。
Exact customer segmentation is the base of effectively implementation customer relationship management. Customer segmentation based on customer value is a method of segmenting customer through analyzing customer value. In this paper, we design a new index system about 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 select neural networks as evaluate method. At the end of this paper, we segment customer according to evaluate result and analyze the marketing strategy of each customer sort.
出处
《预测》
CSSCI
2004年第3期31-35,共5页
Forecasting
关键词
客户价值
客户分类
评价
customer value
customer segmentation
evaluate
