客户生命周期模式研究

[]2002-04-26[](1963-),,,,,:客户生命周期模式研究陈明亮(,310027)[],,:,,,,,[];;[]C939[]A[]1008-942X(2002)06-0066-07一引言,,()(),,:,(,);,,,/0[1],,,[2],[3],,,,,,,,,二客户生命周期阶段的划分,[2],,Dwyer,Schurr326200211()JournalofZhejiangUniversity(HumanitiesandSocialSciences)Vol.32,No.6Nov.2002Oh,,,Dwyer,,,,,,,,:,,,,,,,,(),,,,,,:(1);(2),;(3),,,,,,,,,:;;:;();三客户生命周期模式描述,,:,,,1.,:()()(customershare,),,676::;;,,2.,tTV(t)P(t),:TV(t)=Vt@pt(1)P(t)=Vt@pt-(C1t+C2t+C3t+C4t)+IBt(2),Vtt;ptt;C1tC2tC3tC4tt;IBtt(1)(2),TV(t):;P(t):TV(t)P(t),P(t),V(t)P(t)::,,,,,,,,,,,,,,,,,,,,,:(1),,;(2),;(3),();(4),,,,,,,,/0,,,:,,,,,(1),:,,,,;(2):,68()32,,,,IT,(),,367,¹3.1,ÑÒTV(t)P(t)ºTV(t)P(t):,,,,/U0,,TV(t),TV(t)TV(t)P(t):(1),,,,,,/0(2),1四客户生命周期模式分类1:;,,,,,(),,,(,)2Ñ()Ò()Ó()Ô()696:¹º,Ò,P(t)TV(t)56200262模式Ñ(早期流产型):,,,,,,;,Ñ,,,,模式Ò(中途夭折型),,,,,,,,,,,,,,,,,,模式Ó(提前退出型):,,()70()32,,,,,,,,,,,,,,,,,,模式Ô(长久保持型),:,,,,,,,,,,,,,Ô,,,¹,,,,,,(),/0,,,,,五结语/0,,,,,,:(1),,,:,,,,,/U0(2),,716:¹,,,,,,(3)/0,:,,[][1]DwyerF.Robert,SchurrPaulH.,OhSejo.DevelopingBuyer-SellerRelations[J].JournalofMarketing,1987,51(April):11-28.[2]JapSandyD.,GanesanShankar.Controlmechanismsandtherelationshiplifecycle:implicationsforsafeguardingspecificinvestmentsanddevelopingcommitment[J].JournalofMarketingResearch,2000,37(2),227-245.[3]LoeTerryW.,AmyMorgan.TheRoleofCommunicationsinRelationshipDevelopment:AMarketingChannelsPerspective[EB/OL].[]AStudyoftheCustomerLifeCycleModelCHENMing-liang(DepartmentofManagementScienceandEngineering,ZhejiangUniversity,Hangzhou310027,China)Abstract:Customerlifecycleisdividedintofourphasesofexploration,buildup,stabilityanddecline.Trans-actionquantityandcustomerprofitareselectedascharacteristicvariablestodescribethelevelofcustomerrela-tionship.Accordingtotheoryanalysis,bothtransactionquantityandcustomerprofitincreasewiththerelation-shipphasesandareminimumintheexplorationphase,nextminimuminthebuildupphasebutmaximuminthestabilityphase.Theconclusionissupportedbysampledata.Thebasictypesofcustomerlifecyclemodelsareclassifiedasforepartabortion,midwaytermination,endinpeak,long-termretentionbasedonthephaseinwhichcustomerrelationshipisterminated.Everytypehasitsowncauseofformation.KeyWords:customerlifecycle;descriptionoflifecyclemodel;typeoflifecyclemodel72()32