科学决策
科學決策
과학결책
Scientific Decision-Making
2012年
9期
1~16
,共null页
顾客资产 顾客终身价值 顾客维系率 保险公司
顧客資產 顧客終身價值 顧客維繫率 保險公司
고객자산 고객종신개치 고객유계솔 보험공사
customer equity; customer lifetime value; customer retention rate; insurance compa-ny
当顾客与企业存在契约关系时,契约期内与契约关系结束后顾客行为特征存在差异,这就意味着在评估单一顾客的终身价值时,需要分别测算契约期内和之后的顾客价值,即当前和潜在价值然后加总。顾客当前价值可根据历史数据进行测算,顾客潜在价值可以通过logit回归分析预测出单一顾客的维系率然后进行评估,进而实现对契约型关系下企业顾客终身价值和顾客资产的测量。研究结果表明,该测量方法在保险业具有很好的适用性和可操作性。同时,以顾客当前价值和潜在价值为细分标准的顾客细分方法也非常有利于顾客资产提升策略的制定。
噹顧客與企業存在契約關繫時,契約期內與契約關繫結束後顧客行為特徵存在差異,這就意味著在評估單一顧客的終身價值時,需要分彆測算契約期內和之後的顧客價值,即噹前和潛在價值然後加總。顧客噹前價值可根據歷史數據進行測算,顧客潛在價值可以通過logit迴歸分析預測齣單一顧客的維繫率然後進行評估,進而實現對契約型關繫下企業顧客終身價值和顧客資產的測量。研究結果錶明,該測量方法在保險業具有很好的適用性和可操作性。同時,以顧客噹前價值和潛在價值為細分標準的顧客細分方法也非常有利于顧客資產提升策略的製定。
당고객여기업존재계약관계시,계약기내여계약관계결속후고객행위특정존재차이,저취의미착재평고단일고객적종신개치시,수요분별측산계약기내화지후적고객개치,즉당전화잠재개치연후가총。고객당전개치가근거역사수거진행측산,고객잠재개치가이통과logit회귀분석예측출단일고객적유계솔연후진행평고,진이실현대계약형관계하기업고객종신개치화고객자산적측량。연구결과표명,해측량방법재보험업구유흔호적괄용성화가조작성。동시,이고객당전개치화잠재개치위세분표준적고객세분방법야비상유리우고객자산제승책략적제정。
The different characteristics of customer behaviors between contractual relationship peri- od and the end of contractual relationship determine that we must measure customer lifetime val- ue from two aspects: customer current value and potential value. Customer current value can be measured with historical data. The difficulty of customer potential value measurement is the measurement of customer retention rate. Through the identification of influencing factors of cus- tomer retention rate, we can use Iogit regression to calculate the retention rate of any customer, thus realize the customer equity measurement of enterprise under contractual relationship. The application results of insurance industry show that this measurement method has strong operabili- ty and high accuracy. On this basis, take customer current value and potential value for subdivi- sion dimensions to do customer segmentation and according to the customer segmentation re- suits we can put forward the corresponding customer equity promotion strategy.