基于人工神经网络的客户价值评价体系

企业对客户价值的评价是进行客户分类及实施客户策略的依据,也是实现客户关系管理的核心所在.客户为企业带来的价值本身是具有层次性和动态性,然基于客户全生命周期的客户终生价值计算方法显然无法将其动态发展过程准确的考虑在内,也就无法规避其计算结果所带来的误差风险.因此,在现有客户价值评价理论的基础上,结合客户生命周期理论,以企业与客户的双赢为最终目标,提出分阶段细化的评价思想,构建完善的评价体系,并根据该指标体系的指标特性选择人工神经网络作为评价方法,给出模型求解,最后依据此评价结果对客户分类及营销策略进行相关的分析.

An Evaluation System for Customer Value Based on Artificial Neural Network

Customer value evaluation by enterprises is the basic researches for executing customer segmentation and implementing customer strategy.How to design a reasonable evaluation system become the core issue of Customer Relationship Management(CRM).Customer value is layered and dynamic.It is clearly that running the full life-cycle method for calculating customer value style can not accurately take the dynamics into account,as well as will not be able to calculate the risk that brought by the error of the results.In this paper, taking the win-win business as the ultimate goal,combining the theory of customer lifetime cycle,we bring up the refined idea step by step.Then we design a perfect index system for customer value evaluation,and select neural networks as evaluation method.At the end,we classify customer according the evaluate result and analyze the marketing Strategy of each customer sort.