管理科学
管理科學
관이과학
Management Sciences in China
2006年
4期
39~43
,共null页
点击流数据 电子商务企业 客户识别 客户生命周期价值
點擊流數據 電子商務企業 客戶識彆 客戶生命週期價值
점격류수거 전자상무기업 객호식별 객호생명주기개치
clickstream data; e-commerce enterprise; customer recognition ; customer lifetime value
客户识别是企业进行客户关系管理的必要前提。在对电子商务企业客户的点击流数据收集和分类的基础上，以客户生命周期价值作为客户识别的指标，提出用客户点击流数据间接测算客户生命周期价值，进而通过Pareto的20／80定则对客户进行区分和识别．基于comScore Media Metrix收集的巴诺书店1160位客户的点击流数据总量、客户在站点各子页面的点击频次及其比例权重验证了方法的可行性与结果的有效性。
客戶識彆是企業進行客戶關繫管理的必要前提。在對電子商務企業客戶的點擊流數據收集和分類的基礎上，以客戶生命週期價值作為客戶識彆的指標，提齣用客戶點擊流數據間接測算客戶生命週期價值，進而通過Pareto的20／80定則對客戶進行區分和識彆．基于comScore Media Metrix收集的巴諾書店1160位客戶的點擊流數據總量、客戶在站點各子頁麵的點擊頻次及其比例權重驗證瞭方法的可行性與結果的有效性。
객호식별시기업진행객호관계관리적필요전제。재대전자상무기업객호적점격류수거수집화분류적기출상，이객호생명주기개치작위객호식별적지표，제출용객호점격류수거간접측산객호생명주기개치，진이통과Pareto적20／80정칙대객호진행구분화식별．기우comScore Media Metrix수집적파낙서점1160위객호적점격류수거총량、객호재참점각자혈면적점격빈차급기비례권중험증료방법적가행성여결과적유효성。
Customer recognition is very important for e-commerce enterprise, because it is the prerequisite to implement customer maintenance and customer relationship management. Following gathering and classifying customer＇s clickstream data of e-commerce enterprise, using customer lifetime value as the guide line of customer recognition, this paper proposes a method of measuring customer＇s customer lifetime value indirectly based on its clickstream data, and then recognizes them by the 20/80 role. Further more, by analyzing 1 160 customers＇ clickstream data quantity, sub-page＇s clickstream frequency, and its proportion in Barnes ＆ Noble, which are collected by comScore Media Metrix（ CMM）, this paper also validates the method＇s feasibility and the result＇s validity.
