以客户终身价值为准则的客户重要程度识别系统.pdf

文档介绍：2 2 2
2 2 2
e (CLV) . To
establish this system , firstly we absorb some conclusions about Complex Networks , and deduct a calculation formula of
CLV. Then we map“Loyalty”onto a few influence factors in this formula , which can’t be measured directly ;
simultaneously , we calculate the Loyalty through typical investigation and over all evaluation , and set up a CART
between customer’s characteristic gather and Loyalty , thus , get the value of CLV. Finally , as an example , a
customer identification system based on CLV is trained , using BP Artificial Neural Network.
Key words : 　customer lifetime value ; customer identification system ; artificial neural network ; complex network ;
spreading effectiveness
1 　引言
建立客户重要程度识别系统 ,涉及到两个重要问题 :一是重要程度评价指标的选择 ;二是这一评价指
标值获得.
第一个问题. 为识别客户重要程度所采用的指标 ,业界通常用“客户当年利润”[1 ] . 用该指标作评价标
准有两个缺陷 :一是只计算了当年带给企业的利润 ,未考虑整个客户关系生命周期中未来年份里将带来的
利润 ;二是只计算了该客户自身给企业带来的利润 ,未考虑由该客户赞扬或抱怨所引发的所有可能客户对
企业未来利润的影响 (波及效应) .
收稿日期 :2004 11 27
资助项目 :国家自然科学基金 (70471071)
　　作者简介