基于CLV的制造商客戶管理研究.pdf

1、天津大學(xué)博士學(xué)位論文基于CLV的制造商客戶管理研究姓名：溫巧夫申請學(xué)位級別：博士專業(yè)：管理科學(xué)與工程指導(dǎo)教師：寇紀淞20061201ABSTRACTAsthemostimponantt)rpeofenterprisecustomerS，manufacturercustomerSplayanimportantroIeintheoperationofmarketeconomySincetherelationbet、Ⅳeenente印rise

2、s鋤dcustomershasbeent啪sitingfrom們dem砌(etingt0relationmarketing，enterpriseshaVetopayattentiontoboththecustomercurrentValueandthecustomerlifetimeVaIueAttIacting卸dretainingtIlecustomerswiththegreatcstCLVhasbecometIlecomersto

3、neofentcrprisesdeVelopmentTherefore，themanufacturercuStomerm卸agementresearch，basedoncustomerlifetimeValue(CL、，)，isofgreatsign訊canceFirstly，thedomestic礬dforeignresearchl沁r抓lresaboutCLIVwassummarizedThecurrentresearchstatu

4、sofmanufkturercustomermanagementtheo口wasreviewedWethenpointedoutthelimitationsofprcViousresearches，andbrou曲tfon)vardtheframeworkofmanufacturercustomermanagementtheo巧basedonC【ⅣSecondly，inordertofhrtherexploreCLVdennition，

5、、VedennedtheconceptsofmanufkturercuStomerCLⅥcuncntvalue(CV)andpotentialValue(PV)Afber粕alyzingthecharacteriSticsofmanufacturercustomerandthecurrentCLⅣevaluationindex，weadV鋤cedtheconceptsofcustomerendogenouspotentialValue鋤

6、dexogenouspotentialValueandestablishedthemanuf_acturercustomerC【j、，eValuationsystemAfkrthat，weevaluatedthem卸ufacturercustomerCLⅣwithA—FAmethod(themixofAHP，F(xiàn)uzzyandAccurate)AccordingtotheoutcomeoftheeValuation，Weestablish

7、edthecustomer3一DimensionsegmentationmodelbasedoncustomercurrentValue，endogenouspotentialValueandexogenouspotentialValue，卸dputfonhthesegmentationmanagementstrategyforcustomerrelationdeVelopment鋤dresourceallocationInthefor

8、thchapter，bycombiningcuStomerdemandlifetimecycleandshareofwalIet，webuiltthemanufacturercuStomerCL，VmathematicalmodelB嬲edonthemodel，thecuStometoptimaIacquisitioninVestmentmodel(fornewcustomer)andcustomeroptimalretentionin

9、vestnlentmodel(foroldcustomer)、Ⅳereestablished，andtheconceptofcuStomercompetitiVi妙wasdefinedFinally，weestimatedtherelationfunctionsforcuStomeroptimalinVeStment加dcustomercompetitioncoemcie鴨嬲well邪forthemaXim帥netprofit鋤dcus