带有回报计划的动态客户关系管理模型及实验应用分析

在客户最大化效用及公司最大化CLV的动态环境下。对所提的带有回报计划的动态客户关系管理模型用于某超市的客户数据库中，发现模型的结果对这类客户是适用的。并给出了不同的客户状态空间对应的有效营销组合策略。结果表明：合适的回报计划可以促进客户的购买、提高公司的利润及缓解价格竞争。回报极限应该比客户的平均购买水平偏高，回报率应该与回报极限的改变方向一致。计划的时间范围应定在一年左右比较合适。对于累积购买水平较高的客户一般不邮寄商品信息。在回报计划的初期与末期不用打折。中期对那些购买次数很少的客户可以实行相应的降价策略。

Empirical Study on a DCRM Model with Reward Programs

The paper presents a dynamic customer relationship management model(DCRM) in a dynamic environment where customers maximize utility and the firm maximizes customer lifetime value(CLV), and the model is applied to customer data from one supermarket. It summarizes the results of the model which is valid and feasible for these types of customers. It can give the effective marketing mixed strategies according to the customer's states. It is found that appropriate reward programs is good at customer up-buying, improving firm's profits and relaxing the price competition. The reward threshold should be higher than the customer's average buying, reward rate should be the same direction as reward threshold, and the right program time horizon is about one year. It's better not to mail to customers with higher frequent and save the money to the customer who doesn't buy frequently. We need not discount either at the beginning or at the ending of the reward programs, and should depreciate to high recency customers in the mid of program time horizon.