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企业对客户价值的评价是进行客户分类及实施客户策略的依据,也是实现客户关系管理的核心所在.客户为企业带来的价值本身是具有层次性和动态性,然基于客户全生命周期的客户终生价值计算方法显然无法将其动态发展过程准确的考虑在内,也就无法规避其计算结果所带来的误差风险.因此,在现有客户价值评价理论的基础上,结合客户生命周期理论,以企业与客户的双赢为最终目标,提出分阶段细化的评价思想,构建完善的评价体系,并根据该指标体系的指标特性选择人工神经网络作为评价方法,给出模型求解,最后依据此评价结果对客户分类及营销策略进行相关的分析.
Evaluation of customer value is the basis for customer classification and implementation of customer strategy, but also the core of customer relationship management.Customer value for the enterprise itself is hierarchical and dynamic, but based on the full life cycle of customers It is obvious that the life value calculation method can not accurately consider the dynamic development process and can not avoid the error risk caused by its calculation result.Therefore, based on the existing customer value evaluation theory and the customer life cycle theory, Based on the win-win situation between enterprises and customers, the author puts forward the idea of gradual refinement and builds a perfect evaluation system. According to the index characteristics of the index system, the artificial neural network is chosen as the evaluation method, and the model is solved. Finally, based on this evaluation The results of the customer classification and marketing strategy related analysis.