基于顾客资产交叉购买价值计量探究.docVIP

基于顾客资产交叉购买价值计量探究摘 要:交叉购买价值是顾客资产的重要组成部分之一,测量和预测交叉购买价值是顾客资产计量研究中的一个重要课题。本文在借鉴顾客资产及交叉购买相关研究成果的基础上,以顾客资产为前提,对交叉购买价值的计量问题进行了探讨。从资产角度出发,界定了顾客交叉购买价值的概念,从顾客自身和企业两方面对影响顾客交叉购买行为及其购买价值量的因素进行了系统分析,在此基础上提出了交叉购买价值计量模型,并运用Logit模型和曲线拟合法构建了交叉购买概率、交叉购买量的预测模型。实例应用结果证明,本文提出的模型具有较好的预测效果,对完善顾客资产计量研究具有一定的参考价值。 关键词:顾客资产;交叉购买价值;交叉购买频率;交叉购买量 中图分类号:F713.50 文献标识码:A 文章编号:1003-5192(2010)02-0053-05 The Measurement of Cross-purchase Value Base on the Customer Asset CHENG Ai-wu, ZHANG Shu-quan (ManagementCollege,Xian Polytechnic University,Xi?an 710048,China) Abstract:Cross-purchase value is one of the important part of customer asset, and the measurement and prediction to it is the important subject in the measurement of customer asset. Drawing on the related research about cross-purchase and customer asset, the paper explored the problem of customer cross-purchase measurement on the premise of customer asset. The paper defined the conception of customer cross-purchase value from the perspective of asset and analyzed the factors that affect customers? cross-purchase behavior and volume from customers themselves and enterprises two aspects. Then based on this the paper proposed the measurement model of cross-purchase value and built the prediction models of cross-purchase probability and cross-purchase volume by using Logit model and curve-fitting method. Empirical results show that the proposed model got better prediction results. The model has certain reference value to improve the measurement of customer assets study. Key words:customer asset; cross-purchase value; cross-purchase frequency; cross-purchase volume 1 引言 在顾客导向成为企业普遍认同的营销观念后,顾客交叉购买行为开始受到关注。人们发现交叉购买不仅能够使企业从现有顾客中获得更多的利润回报,还能够加强并延长顾客与企业之间的交易关系,从而增加顾客生命周期的总价值。如Blattberg等认为交叉销售回报是顾客资产的三个组成部分之一[1],Reinartz and Kumar发现有交叉购买行为的顾客其生命周期更长[2],Venkatesan and Kumar认为交叉购买是顾客生命周期价值形成的重要动机之一,而且能够带来更高的顾客价值[3],Kumar et al的研究发现购买产品种类的增加能够积极影响公司的绩效[4],等等。随着学术研究对交叉购买重要性的不断揭示,营销实践也越来越重视通过交叉销售活动促进交叉购买,以实现利润最大化的目标。 交叉购买增加了顾客生命周