Customer Base Analysis Based On Customer Value And Implication

The core of customer relationship management is estimation of customer value, which is determined by customer behavior. Customer base analysis uses customer's purchase data and other relative variants to predict customer's future purchase behavior, and it is the key step of customer value analysis. This paper focuses on the research of customer base analysis model, and reviews the research of customer base analysis model without covariate, then presents customer base analysis model with covariant by introducing relative variants such as demography variants into model, finally uses a shopping center member's purchase data to study the application of these two models in retailing. It has the following innovative points:(1) Development of customer base analysis model with covariant. However, many researchers have presented a lot of research of customer value, and have some achievements of customer base analysis. The present customer base analysis model doesn't consider about customer characteristic variant and company marketing, which reduces the practicality of model. This paper modifies the present model by introducing customer characteristic variant and company marketing variant as covariant, and testifies the validity of new model.(2) Customer base analysis in retailing. This paper uses a shopping center's customer data to apply customer base analysis in retailing, and explores the pattern of customer behavior in retailing. Based on new customer base analysis model, it studies the relationship between customer characteristic variant and company marketing variant and customer behavior. Finally, this paper discusses the implication of customer base analysis to marketing activity.Finally, it summarizes the main results of the thesis and points out the limitation of the study and also discusses the future research work.