基于顾客终身价值的企业竞争优势分析（Analysis of enterprise competitive advantage based on customer lifetime value）.docVIP

基于顾客终身价值的企业竞争优势分析（Analysis of enterprise competitive advantage based on customer lifetime value） Analysis of enterprise competitive advantage based on customer lifetime value Abstract: This paper analyzes the competitive advantages of service enterprises based on customer lifetime value, and analyzes the route of establishing a unique competitive advantage with the service life model driven by the revised customer value. Key words: customer lifetime value; competitive advantage; service I. customer lifetime value overview With the intensification of competition in enterprises, the concept of relationship marketing and customer relationship management has become increasingly popular. Customer lifetime value has been paid close attention to, and the theory and practice of customer lifetime value has also become the focus. Businesses want to cultivate long-term relationships with customers to maintain long-term profits and gain an advantage in the competition. Customer lifetime value includes not only the customers past value created by the enterprise, but also the value created by the enterprise. It also includes the value that the future may create for the enterprise. It includes not only the direct economic value of customer transactions, but also the non economic value of word-of-mouth publicity, customer satisfaction and customer loyalty brought about by good interaction between enterprises and customers. Customer lifetime value is of great significance to enterprises, mainly in the following aspects. First, combining customer lifetime value and traditional market segmentation indicators, new segmentation is carried out for customers. By understanding customer differences and customer life cycles, the types of customer relationships are identified, and different marketing and maintenance strategies are implemented. Second, understanding customer lifetime value, enterprise should regard customer relationship as its important intangible assets to manage and maintain