• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Quantitative marketing and economics >Moving from customer lifetime value to customer equity
【24h】

Moving from customer lifetime value to customer equity

机译：从客户生命周期价值转变为客户权益

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

We study the consequence of moving from Customer Lifetime Value maximization to Customer Equity maximization. Customer equity has traditionally been seen as the discounted sum of the lifetime earnings from all current and future customers and thus it has been largely assumed that maximizing customer lifetime value would lead to maximum customer equity. We show that the transition from CLV to CE is not that straightforward. Although the CLV model is appropriate for managing a single non-replaceable customer, the application of a CLV model to the acquisition and valuation of customers as an ongoing concern for the firm leads to sub-optimal customer relationship management and acquisition strategies. This leads the firm following a CLV maximization approach to have a smaller and less profitable customer base than one that follows a CE maximization strategy.
机译：我们研究了从客户生命周期价值最大化到客户资产最大化的结果。传统上，客户权益被视为来自所有当前和未来客户的生命周期收益的折现之和，因此，人们在很大程度上假设最大化客户生命周期价值将导致最大的客户权益。我们表明，从CLV到CE的过渡并不是那么简单。尽管CLV模型适用于管理单个不可替换的客户，但是将CLV模型应用于客户的获取和评估是企业持续关注的问题，这导致客户关系管理和获取策略欠佳。这导致采用CLV最大化方法的公司比采用CE最大化策略的公司的客户群更小，利润更低。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号