移动客户的生命周期价值及管理策略研究

发布时间：2018-03-30 21:38

本文选题：客户生命周期价值　切入点：客户流失率　出处：《安徽财经大学》2017年硕士论文

【摘要】：对于客户的关系管理(Customer Relationship Management,简称CRM)适应了全球经济的市场环境变化与发展,成为新时代企业制胜的有效手段。企业为了得到更多的利润回报,要对客户进项精准的分类,以便可以各种资源进行有效划分,实现这些目标就要求分析企业客户的生命周期价值,这样同时可使其CRM战略目标达成。这对于移动运营商极为重要,电信行业前期固定投资巨大,发展新客户边际成本低,移动运营商只有扩大客户量,才能够有效降低产品成本,提高企业利润。移动运营商如何保持客户就变得尤为重要,移动运营商要想达到保持客户的目的,重点就是检测移动的生命周期成本,然后将客户进行精准分配。本人对CLV形式进行模仿,在移动企业中融入客户的生命周期价值形式,在革新原始CLV形式的过程中采取了对比研究法和文献归纳法,基于对移动客户流失时间的探索发明了客户生命周期价值模式,且在对移动客户进行分配时加以运用,在客户生命周期价值的前提下发明了客户细分形式,在移动企业的资源分配方面以及客户保持方面做出了一定的贡献。论文对下面三个角度进行了着重探讨:第一,管理客户的关系原理与探究客户的生命周期原理是移动客户生命周期检测方式的前提条件,是对客户流失进行思考的结果,而且对模型里的重要参数提出具体的测算方法,移动客户生命周期测算模型可以对其生命周期价值进行整体测评,使运营商对客户价值进行整体了解。第二,在检测某一移动运营商客户的生命周期价值时,采取了笔者发明的CLV模式和检测模型参数的形式,在实际操作下使其有效性与可操作性得到了证实。第三,针对不同客户处于不同的生命周期进程,为客户流失给出对应且有效的解决方法。对客户生命周期价值理论定量研究方面进行了有益的补充,并对移动运营商的经营决策起到指导意义。
[Abstract]:Customer Relationship Management (CRM) adapts to the changes and development of the global economic market environment and becomes an effective means for enterprises to win in the new era. In order to get more profit return, enterprises should accurately classify customer input. In order to be able to effectively partition resources, to achieve these objectives requires an analysis of enterprise customer life cycle value, so that their CRM strategic objectives can be achieved. This is extremely important for mobile operators. The telecom industry has huge fixed investment and low marginal cost to develop new customers. Only by expanding the number of customers can mobile operators effectively reduce product costs and increase enterprise profits. It is particularly important for mobile operators to maintain customers. If mobile operators want to maintain customers, the key point is to detect mobile lifecycle costs, and then accurately distribute the customers. I imitated the CLV form, and integrated the customer life cycle value form into mobile enterprise. In the process of innovating the original CLV form, we adopt the comparative research method and the literature induction method. Based on the exploration of the lost time of the mobile customer, we have invented the customer life cycle value model and applied it in the distribution of the mobile customer. Under the premise of customer life cycle value, the customer segmentation form has been invented, and has made a certain contribution in the aspect of resource allocation and customer maintenance of mobile enterprise. This paper focuses on the following three angles: first, Managing customer relationship principle and exploring customer life cycle principle are the precondition of mobile customer life cycle detection, the result of thinking about customer churn, and the concrete calculation method of important parameters in the model. Mobile customer life cycle measurement model can be used to evaluate the life cycle value of the mobile customer, so that the operator can understand the customer value. Second, when testing the customer life cycle value of a certain mobile operator, This paper adopts the form of CLV model invented by the author and detects the parameters of the model, and proves its validity and maneuverability in actual operation. Thirdly, different customers are in different life cycle processes. This paper provides a corresponding and effective solution to customer churn, and makes a useful supplement to the quantitative research of customer life cycle value theory, and plays a guiding role in the management decision of mobile operators.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.51

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