基于客户忠诚度的客户关系管理总效用最大化研究

在研究客户生命周期的基础上,通过引入客户忠诚度、产品效用函数及企业收益函数,建立企业客户关系管理优化模型.利用此模型分析了不同客户生命周期阶段客户忠诚度的不同及由此带来的企业收益的变化,并在不同的客户忠诚度水平下讨论了CRM的效用最大化.

Influence of customer loyalty on utility maximization in customer relationship management

Based on the analysis of the customer life cycle and through the introduction of customer loyalty,the utility function of product and the income function of enterprise,an enterprise-customer relationship management optimization model was set up.With the model the difference of customer loyalty in different customer life cycle stages and the resulting changes in business receipts were analyzed,and how to maximize the effectiveness of CRM in the different levels of customer loyalty was diseussed.