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Research On The Self-organized Criticality Of Customer System

Posted on:2012-10-26Degree:MasterType:Thesis
Country:ChinaCandidate:H J ChenFull Text:PDF
GTID:2219330368477646Subject:Enterprise Management
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Since 1980s, as the market becomes more mature and better, new customers in the market can be discovered less and less and the cost is higher and higher for an enterprise. In such circumstances, the importance of maintaining old customers becomes more and more obvious. As the source of company profits, customers have been increasingly concerned by companies, and maintaining the relationship with old customers is a very important part of the customer strategy. Maintaining old customers and increasing the loyalty of customers have become a focus of marketing theory and practice. However, related researches mainly take individual consumers as the research object, analyzing the impact on corporate marketing strategies for purchase alternatives of customers, and the study of taking customer groups as a system is seldom seen.This dissertation is based on the theory of self-organized criticality (SOC theory) that appeared in the late 20th century, defines the customer group of an enterprise as a customer system, and studies the basic shape and evolution mechanism of customer system.Firstly, on the basis of broad literature review, this dissertation sums up related theory, such as SOC theory, customer satisfaction theory, relationship marketing theory and so on, which lays a theoretical foundation for the following research.This dissertation analyses deeply the characteristics and evolution according to the nature of customer system, on this basis, designing the cellular automata model of customer system. Basing on different characteristics of the model system, system parameters are defined and different computer programs are designed, and useful data can be produced by the computer programs.According to data obtained by simulation models, we studies self-organized criticality of the customer system. This dissertation verifies that self-organized critical station may appear in customer system, studying development and evolution of the customer system combining all kinds of data in complicated environment, especially the possibility and conditions of customer system avalanche (a lot of wastage of customers) appeared.Finally, this dissertation studies the possible problems in the marketing strategy and puts forward relevant suggestions according to the rule of the characteristics of the general customer groups and the system evolution.
Keywords/Search Tags:customer system, self-organized criticality, cellular automata, customer word-of-mouth, system crash
PDF Full Text Request
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