Calculation Of Customer Life Value And The Discussion Of Its Optional Invest Analysis

With rapidly widening and deepening of globalization and information technology, commodity markets and service markets are changing correspondingly. Although widely used in all kinds of business, traditional marketing theories can't bring apparent competitive edge to firms in the sense of competition, which propels practitioners and scholars to find out a brand-new theory in order to help enterprises regain differentiated competitive advantages and satisfy the practical needs of more mature customers as well. Customer value theory put forward around 1990's is the answer. It is aimed at developing loyalty customers and focuses on creating and lifting customer values. The emergence of this theory has basically changed the operational conception and pattern of modern enterprises, and become the latest mainstream in both practical and academic fields.Since 1990's, customer relationship management (CRM) has been the hot topic of enterprise marketing research and system applications. The core of CRM is customer value. One of important features of CRM is its focus on customer life value. Customer value, especially customer life value provides foundation for designing CRM strategies. Assessment and quantification on them are important factors influencing CRM decision. In service era, enterprises pay more attention to how to enhance customer satisfaction and loyalty, because they have realized the importance of retaining loyalty customers to sales. However, improving customer satisfaction incurs costs. Therefore, decision-makers have to balance the costs and revenue, try to find the optimal tie point and appropriate level of customer...