基于报表数据的中国联通公司顾客资产测量与提升分析-analysis of customer assets measurement and promotion of china unicom based on report data.docxVIP

优秀毕业论文 精品参考文献资料 Abstract Customer acquisition and retention have formed core competencies of China Unicom. Customer equity deserve much focus because that it own self can cover complete information about the profit contribution of today and future, solve some management problems as well as be the creation of sustainable competitive. To do all this requires a reliable method to measure these indexes, come into being a enterprise-tailored evaluation system, then extract information according to the final results. Finally, implement different promotion strategies referred to different information characteristics. This customer equity measurement system is applicable to the contract companies, however, non-contractual company, as long as they can solve the true retention rate reasonably, will also be applicable to the measurement. Combined with analysis of China Unicom, company reporting data approach can be determined. The customer equity measurement models includ the current customer value, future customer value and total customer equity model, which can form a time-series data for each indicator. When putting the measure system into practice, first design a “public indicators - model fitted indicators - Operational indicators multi-level index system, the characteristics of the customer growth each month reflect the true principle of retention rate time series in accordance with the shifted β geometric model. In Eviews6.0, fitting AR(12) model of the true retention rate produce the S-step ahead point forecast. Then use Matlab7.0 to obtain a technology substitution equation predicting customer cumulative number. Account for the minimum time interval, then turn to the task of combining all the components together to create an estimate of CE systems including customer equity sustainable ratio (CESR). Finally, base on the internal logic relations between CE and CESR, plan a CE framework to provide the managers with guidelines for establishing the necessary response val