客户生命周期模式研究

发布时间：2018-03-26 07:17

本文选题：客户生命周期　切入点：生命周期模式描述　出处：《浙江大学学报(人文社会科学版)》2002年06期

【摘要】：客户关系具有周期性 ,可划分为考察期、形成期、稳定期和退化期四个阶段。交易额和客户利润被选作特征变量来描述客户关系水平 ,理论分析表明 :两者均随生命周期阶段的发展而不断提升 ,考察期最小 ,形成期次小 ,稳定期最大。实证研究检验了该结论的正确性。根据客户关系退出时所处的阶段 ,客户生命周期模式被分成早期流产型、中途夭折型、提前退出型、长久保持型四种基本类型 ,每种类型均有不同的成因
[Abstract]:Customer relationship has periodicity, which can be divided into four stages: investigation period, formation period, stable period and degradation period. Turnover and customer profit are selected as characteristic variables to describe the level of customer relationship. The theoretical analysis shows that both of them increase with the development of the life cycle stage, the investigation period is the smallest, and the formation period is small. According to the stage in which the customer relationship exits, the customer life cycle model is divided into early abortion type, midway abortive type, early exit type, and so on. There are four basic types of persistent type, each of which has its own origin
【作者单位】：浙江大学管理科学与工程系
【分类号】：C939

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