摘要
文中首先论述了电信行业目前面临的两个基本关注点—客户价值和客户流失,并进一步阐释了困惑存在的必然性以及它们的本质。结合当前市场阶段及精确化营销的要求,明确电信行业在该基本关注点解决过程中存在的两个普遍困惑—客户价值的测算难度与当前价值、流失的关系平衡。进而引入CLV体系,并证明CLV体系综合考虑、有效整合了客户当前价值与客户流失两个因素,从而将问题予以解决。同时,论述了问题解决的关键点。之后,以实际案例阐述采用此体系测定客户价值并应用于电信营销实际的典型场景。
Aiming at the two basic points in telecom industry, that is, client value and client loss, the inevitability of their existence, including their essence is described. Meanwhile, two prevalent puzzles in the process of settling the above basic points are discussed by combination with the current market condition and requirement for accurate marketing, which is the difficulty in the evaluation of customer value, and the balance of relation between value and loss. And then, the CLV System integrating two factors of current custom value and custom loss is proved. The system is adopted to solve the problem, its key points are explained at the same time. Finally, practical examples are put forward and the typical application occasions analyzed.
出处
《信息安全与通信保密》
2009年第10期108-110,共3页
Information Security and Communications Privacy
