CAJ | 학술논문

在技术水平不断提升以及产品服务趋于同质化的环境下,我国移动通信企业开始由基础网络建设向专业化的增值业务转型,在激烈的市场竞争中,及时准确的挖掘高价值客户,提供个性化的功能业务,提升客户价值,成为各通信企业获取新竞争优势的有效途径之一。在BG/NBD模型的基础上,通过捕捉客户随机交易行为,构建了客户终身价值测度模型,结合电信运营商的客户数据进行客户终身价值预测研究,结果发现,模型在客户整体层面和个体层面均能有效且准确的预测客户终身价值。
재기술수평불단제승이급산품복무추우동질화적배경하,아국이동통신기업개시유기출망락건설향전업화적증치업무전형,재격렬적시장경쟁중,급시준학적알굴고개치객호,제공개성화적공능업무,제승객호개치,성위각통신기업획취신경쟁우세적유효도경지일。재BG/NBD모형적기출상,통과포착객호수궤교역행위,구건료객호종신개치측도모형,결합전신운영상적객호수거진행객호종신개치예측연구,결과발현,모형재객호정체층면화개체층면균능유효차준학적예측객호종신개치。
Under the environment of rising level of technology as well as the homogenization tendency of products and services, the mobile communication enterprises in our country started to transform from the basic network construction to the professional value-added business. In the fierce market competition, excavate high value customer timely and provide personalized the function service to promote customer value have become one of effective ways to gain new competitive advantage. Based on BG/NBD model, and constructed a customer lifelong value measure model by captu ring customer stochastic transaction behavior. The customer data of telecommunications operator is imported into the model to predict customer li fetime value. As a result, the model can predict customer lifetime value of customers effectively and accurately in the overall level and the individual level.