基于客户忠诚度的CRM效用最大化建模研究

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摘要

自20 世纪 80 年代提出客户关系管理（Customer Relationship Management，

CRM）的概念以来，经过二十多年的理论探索和发展，客户关系管理已经成为当

今最受关注的管理策略之一。随着市场竞争的日益激烈和信息技术的迅速发展，

客户关系管理被广泛地应用于各个行业，它已经成为企业创造竞争优势的一种技

术手段。

随着理论研究和企业实践的不断深入，人们发现，客户关系管理是一个长期

的企业管理过程，所以近年来越来越多的学者把研究重点转移到客户关系管理的

生命周期上来，但目前对整个客户生命周期优化建模的研究还较少，还没有成熟

的数学模型。

本文首先对国内外在客户关系管理领域所做出的理论研究进行了较为详细的

介绍和总结。目前的研究多是从企业角度分析客户关系管理，对客户关系进行管

理更侧重于对客户交易行为的分析上，或将其理解为一种管理软件对客户交易行

为进行管理，并未考虑企业与客户的关系状况，没有认识到客户关系管理是一个

长期、系统的过程。接着本文介绍了客户关系管理的内涵及相关重要概念的研究，

然后分析了客户关系管理的周期性、系统性，结合客户关系管理的研究现状，提

出从系统的角度看待客户关系管理，立足于“企业-客户”的角度建立优化模型以

双方合作所带来的总效用最大化为研究对象，在整个客户生命周期框架下，通过

优化控制来实现“企业-客户”的总效用最大化的研究方法。

论文取得的主要成果和结论体现在以下三个方面：

第一，作者从客户忠诚度与企业收益、客户收益之间关系的出发，提出了在

整个客户生命周期框架下建立模型的构想，以企业与客户长期总效用最大化为研

究对象，研究客户生命周期的不同阶段客户忠诚度水平对“企业-客户”总效用的

影响，这样的研究成果在国内文献中尚未见公开发表和报道；

第二，该模型通过建立企业、客户效用函数并对“企业-客户”所组成的客户

关系管理系统进行优化，就客户生命周期各阶段忠诚度水平进行讨论。得出在不

同的客户生命周期阶段，不考虑客户转移成本的情况下，对客户的投入策略直接

影响到客户的忠诚度，较高的忠诚度为企业带来较大收益，在某些阶段特殊情况

下存在忠诚度的快速稳定高速公路解，此时选择最优客户投入可使“企业-客户”

总收益最大。该模型的函数分析对实际的客户关系保持有一定的指导意义。

第三，本文对客户流失原因进行统计，得出企业缺乏客户投入是造成客户流

失的主要原因之一，所以对客户投入进行研究具有现实意义。同时对两组处于客

户发展期的供应商交易数据进行分析，结果显示客户忠诚度与客户投入具有正相

关性。

关键词：客户关系管理客户忠诚度客户生命周期优化策略

ABSTRACT

Since the concept of CRM (Customer Relationship Management) was raised in

1980s, it has been one of the most concerned management strategies after twenty years’

theoretical exploration and development. With the increasingly fierce competition and

the rapid development of information technology, CRM has been widely used in various

industries; it has become an instrument to create the enterprise’ competitive advantage.

It is found that CRM is a long-term management process with the in-depth

studying and practicing, so, a growing number of scholars shift the research focus to the

life cycle of CRM in recent years, but there are not found any mature mathematical

modeling studies about the life cycle of CRM now.

At first, the paper introduced and summarized the theoretical studies in the field of

CRM at home and abroad in detail. Most of the current studies analyze the CRM in

terms of the enterprise, and more focus on customer transaction behavior analysis, or

think it as management software to manage customer transactions without considering

the relationship between enterprise and customers, and have not recognized CRM is a

long-term and systematic process.

Secondly, this paper introduced the connotation and some important concepts of

CRM. And then, the author gave the analysis of the periodicity and systematicness of

CRM, combined with the current situation of the research about CRM, and brought

forward that we should study the CRM in the perspective of systematicness, and built

the optimization model in order to maximize the total utilities of " Enterprise -customer"

using the optimal control method in the framework of the whole customer life cycle.

The main conclusions are the following sides.

Firstly, the author raised the idea that building the mathematical model in the

framework of the whole customer life cycle in terms of the relationships between

customer loyalty and the revenues of enterprise and customer, and set up the long-term

total utility maximization of enterprise and customer as the research object to study the

impact of customer loyalty to the total utility in the different stages of the development

of relations between enterprise and customer. Such research results have not yet been

published and reported in the domestic literatures.

Secondly, the model analyses the level of customer loyalty in the different stages

in customer life cycle by building the utility functions of enterprise and customer and

optimizing system of " Enterprise -customer". We can find that the customer inputting

Strategy carried out by enterprise directly affects customer loyalty in different stages of

the customer life cycle without considering customer’s transfer cost, and higher level of

loyalty gives more gains to enterprise, and there exist the loyalty’s rapid and steady

highway solution in the special situation of some stages, and the optimal input to

customer can maximize the total utility of " Enterprise -customer". The analysis of the

model can give a certain degree of guidance to maintain the actual customer

relationships.

Thirdly, according to the customer losing statistics, we find that a lack of customer

inputting is one of the main reasons causing the customer losing. So the research on the

customer inputting has practical significance. At the same time, the two sets supplier

transaction data analysis show that customer’s loyalty has a positive correlation with the

customer inputting at the stage of development of the customer relationship.

Key Words: CRM, customer loyalty, customer life cycle, optimization

strategy

摘要

ABSTRACT

第一章绪论 ············································································································· 1

§1.1 研究背景 ······································································································1

§1.2 研究目的和意义 ·························································································· 2

§1.3 国内外研究现状综述 ··················································································· 3

§1.3.1国内研究现状 ·····················································································································3

§1.3.2国外研究现状 ·····················································································································4

§1.4 当前研究的不足 ·························································································· 6

§1.5 论文研究方法设计与基本框架 ···································································· 6

§1.6 论文的创新 ·································································································· 7

第二章客户关系管理概述 ·······················································································8

§2.1 客户关系管理的兴起 ··················································································· 8

§2.2 客户关系管理的定义和维度划分 ································································ 9

§2.2.1从系统的角度看客户关系管理 ··················································································· 9

§2.2.2客户关系管理的定义 ····································································································10

§2.2.3CRM 的四个维度 ··············································································································11

§2.3 客户关系管理的内容、基本任务及原则 ··················································· 12

§2.3.1CRM 的内容 ························································································································ 12

§2.3.2CRM 的基本任务 ···············································································································13

§2.3.3CRM 的原则 ························································································································ 13

第三章客户关系生命周期及其忠诚度研究 ·························································· 15

§3.1 客户生命周期 ···························································································· 15

§3.1.1客户生命周期模式 ·········································································································16

§3.1.2客户生命周期五阶段模型评述 ·················································································18

§3.2 客户价值 ····································································································19

§3.2.1客户的界定 ······················································································································· 19

§3.2.2客户价值的界定 ············································································································· 20

§3.3 客户忠诚度 ································································································ 22

第四章客户关系管理优化模型分析 ······································································25

§4.1 客户关系管理优化建模技术 ······································································25

§4.2 模型分析框架与假设 ················································································· 26

§4.2.1模型分析框架 ·················································································································· 27

§4.2.2模型研究假设 ·················································································································· 28

§4.3 模型构建及求解 ·························································································29

§4.3.1模型构建 ····························································································································29

§4.3.2模型求解 ····························································································································30

§4.4 客户关系管理优化模型分析 ······································································32

§4.5 客户流失问题数据分析及研究 ·································································· 39

§4.5.1客户流失原因分析 ·········································································································39

§4.5.2防止客户流失的应对措施 ·························································································· 41

§4.6 客户投入费用与客户忠诚度实证研究 ·······················································43

第五章结论与展望 ································································································ 50

§5.1 研究结论 ····································································································50

§5.2 不足与展望 ································································································ 51

参考文献 ················································································································· 52

在读期间公开发表的论文和承担科研项目及取得成果 ········································· 55

致谢 ·······················································································································56

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摘要：

摘要自20世纪80年代提出客户关系管理（CustomerRelationshipManagement，CRM）的概念以来，经过二十多年的理论探索和发展，客户关系管理已经成为当今最受关注的管理策略之一。随着市场竞争的日益激烈和信息技术的迅速发展，客户关系管理被广泛地应用于各个行业，它已经成为企业创造竞争优势的一种技术手段。随着理论研究和企业实践的不断深入，人们发现，客户关系管理是一个长期的企业管理过程，所以近年来越来越多的学者把研究重点转移到客户关系管理的生命周期上来，但目前对整个客户生命周期优化建模的研究还较少，还没有成熟的数学模型。本文首先对国内外在客户关系管理领域所做出的理论研究进行了较为...

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