| B2C电子商务网站个体客户终生价值分析 |
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| 引用本文： | 吴政,覃正,卢致杰.B2C电子商务网站个体客户终生价值分析[J].系统工程学报,2005,20(5):549-554. |
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| 作者姓名： | 吴政 覃正 卢致杰 |
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| 作者单位： | 西安交通大学管理学院,陕西西安710049 |
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| 基金项目： | 国家自然科学基金资助项目（70471037）;陕西省自然科学基金资助项目（2004G02）. |
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| 摘 要： | 相对于传统企业个体客户的价值计算，主要探讨了B2C电子商务网站个体客户终生价值的量化问题，在文献研究的基础上进行综合与改进，提出了一种新的简便建模方法，该方法将电子商务网站个体客户终生价值计算问题转化为对分类个体客户未来交易额和生命周期时间的预测，运用SMC方法得到B2C电子商务网站个体客户终生价值的解析式．该建模方法在实际的B2C图书电子商务网站客户关系管理系统中得到了较好应用．
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| 关 键 词： | 电子商务 客户关系管理 客户价值 |
| 文章编号： | 1000-5781（2005）05-0549-06 |
| 收稿时间： | 2004-04-08 |
| 修稿时间： | 2004-04-082005-06-06 |
Analysis of individual-customer LTV model of B2C E-business website |
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| WU Zheng, QIN Zheng, LU Zhi-jie.Analysis of individual-customer LTV model of B2C E-business website[J].Journal of Systems Engineering,2005,20(5):549-554. |
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| Authors: | WU Zheng QIN Zheng LU Zhi-jie |
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| Abstract: | Relative to the individual customer value calculating of traditional enterprise,this paper discusses the quantization problems of individual customer lifetime value of B2C E-business website.Based on synthesizing of the literature,we propose a new and convenient modeling method,which changes the problem of individual customer LTV calculating of B2C E-business website into the forecasting of sorting individual customer's future trade amount and its lifetime value.We get the analytical formula by using the method of proposed by Schmittlein, Morrison and Colombo.This LTV model has got well application in the practical CRM(customer relationship management) system of B2C bookstore E-business website,and the result validates its feasibility. |
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| Keywords: | electronic business CRM customer value |
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