| 基于客户支出分配的一对一B2C电子商务营销 |
| |
| 引用本文： | 李彦.基于客户支出分配的一对一B2C电子商务营销[J].中国西部科技,2007,26(7):87-88,90. |
| |
| 作者姓名： | 李彦 |
| |
| 作者单位： | 桂林电子科技大学管理学院,广西,桂林,541004 |
| |
| 摘 要： | 有效地保持有价值的客户是企业成功的关键,而客户终身价值又是影响客户保持商业战略实施的首要因素,所以企业需要通过研究客户终身价值来确定最有竞争力的一对一营销策略。本文建立了基于客户支出分配的客户终身价值模型,并推论出维系概率和购买转换是影响客户终身价值的首要因素,与客户终身价值成正比例关系。
|
| 关 键 词： | 一对一营销 客户支出分配 客户终身价值 维系概率 购买转换 |
| 修稿时间： | 2007-05-122007-06-22 |
One-to-One E-Commerce B2C Marketing Based on Customer Expenditure Assignment |
| |
| LI Yan.One-to-One E-Commerce B2C Marketing Based on Customer Expenditure Assignment[J].Science and Technology of West China,2007,26(7):87-88,90. |
| |
| Authors: | LI Yan |
| |
| Institution: | School of management Guilin University of Electronic Technology, Guilin 541004 |
| |
| Abstract: | It is very important for the success of enterprise to keep valuable customers.However,customer life-time value plays a key role in carrying out the customer keeping strategy.Therefore,enterprise should study customer life-time value in order to develop the most effective one-to-one marketing strategy.This paper has established the model of customer life-time value based on customer expenditure assignment,and in the meantime deduced that retention probability and purchase conversion are the most influential factors to customer life-time value and have related with it by direct proportion. |
| |
| Keywords: | one-to-one marketing customer expenditure assignment customer life-time value retention probability purchase conversion |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
