【作者】 马特； 郭艳红； 董大海；

【Author】 Te Ma; DaHai Dong; YanHong Guo (School of management, Dalian University of Technology,Dalian 116024,China)

【机构】 大连理工大学管理学院；

【摘要】 随着客户关系管理理论的观念被现今社会所接受,客户终身价值逐渐被企业界及营销学者所重视。如何计算和预测顾客终生价值(Customer Lifetime Value,CLV),已经成为顾客关系管理领域的研究热点。本文分别对客户终身价值的定义、定性研究及定量研究进行了回顾分析和归纳,阐述了顾客终生价值模型研究的现状以及存在的不足,并在总结现有研究成果的基础上提出了未来研究建议。更多还原

【Abstract】 As the concept of customer relationship management theory has been accepted by modern society, customer lifetime value has gradually been acknowledged by the marketing scholars and business communities. How to calculate and predict customer lifetime value has become a hot research issue in customer relationship management. This paper is focusing on the definition of customer lifetime value, qualitative and quantitative studies were retrospectively made to analyze and summarize the described customer lifetime value model of the current situation and the deficiencies. The existing research results in the conclusion based on the recommendations for future research.更多还原