基于顾客终身价值的企业竞争优势分析（Customer lifetime value analysis on competitive advantage of enterprises）.doc

基于顾客终身价值的企业竞争优势分析（Customer lifetime value analysis on competitive advantage of enterprises） Customer lifetime value analysis on competitive advantage of enterprises Abstract: the analysis of the competitive advantage of the service enterprises based on the customer lifetime value, analysis driven model of customer lifetime value correction, discusses the path of service enterprises to establish its unique competitive advantage. Keywords: customer lifetime value; competitive advantage; service A summary of customer lifetime value With increased competition, relationship marketing and customer relationship management concept is growing in popularity, the customer lifetime value was concerned, the theory and practice of customer lifetime value has become the focus of. Enterprises hope to develop long-term relationships with customers to maintain profits, gain competitive advantage in. Customer lifetime value includes not only the enterprise to create customer value the past, now to the enterprise to create value, including the possibility for enterprises to create value in the future. Includes not only the direct economic brought by the customers and the value of the transaction, but also because of the good interaction between the enterprises and customers to bring the word-of-mouth marketing, customer satisfaction and customer loyalty is caused by the non economic value. Customer lifetime value is of great significance for enterprises, mainly reflected in the following aspects. First, combined with the customer lifetime value and the traditional indicators of market segmentation for new market segments of customers. By understanding the differences between customer and customer life cycle, determine the type of customer relationship, the implementation of different marketing and maintenance, can be targeted. Second, understand the customer lifetime value, the enterprise should be customer relationship as its important intangible asset to operation and maintenance. Ma