基于服务保持的汽车营销电子商务客户价值研究
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摘要
随着价值管理理论应用的普及,企业客户价值的研究吸引了愈来愈多研究者的目光,但是由于客户价值评价与计算方法的原因,汽车营销电子商务客户价值的研究目前仍处于初级阶段,为促进汽车营销电子商务客户价值的计算与评价难题的解决,本文从服务保持的角度作了相应的研究。
首先,阐述了相关基础理论,对比分析了国内外研究现状。
其次,提出了基于服务保持的汽车营销电子商务客户价值评价方法。在传统客户价值研究的基础上,分析了汽车营销电子商务业务中的相关概念及其网络构架与环境,从技术及数据的角度说明了现阶段国内研究汽车营销电子商务客户价值的可行性；从服务消费者角度深入分析了汽车营销电子商务客户服务消费过程及其成本,本文认为,汽车营销电子商务客户中个体客户的任何一种交互活动都存在一定的价值,而这种价值正是客户价值的重要组成部分；从服务提供者角度研究了服务产品的生产销售过程及其成本构成。基于服务提供者与服务消费者之间的价值平衡,本文提出了服务保持的概念,并以此来衡量服务消费者的消费能力。由于服务保持能够将信息、交易、数据交互等多种服务活动的价值计算统一起来,从而为汽车营销电子商务客户价值的研究建立了一个平台,基于此平台,提出了一种新的汽车营销电子商务客户价值的评价方法。实际应用表明,基于服务保持的客户价值评价方法能够明显改善汽车营销电子商务客户价值评价中的“价值流失”。
第三,建立了汽车营销电子商务客户个体客户价值模型。结合汽车营销电子商务个体客户服务消费的特点,建立了任意个体客户的全生命周期价值模型,在服务保持计算的基础上,该模型主要针对组合产品消费的客户保持率计算、未来潜在服务保持的预测及个体客户生命周期的计算等问题进行了研究。实际应用表明：组合产品消费的客户保持率计算更真实地反映了汽车营销电子商务个体客户实际消费的情况；基于时间序列分析的服务保持预测方法在预测精度方面比传统的依靠购买概率乘以历史平均交易额方法提高30-50%；增加“休眠期”的汽车营销电子商务个体客户生命周期也更符合实际数据。
第四,提出汽车营销电子商务客户群的概念,并研究了客户群的价值构成。在此基础上,引入了CBMG来描述汽车营销电子商务个体客户的服务消费行为,研究了基于CBMG的不同聚类度客户群的获得方法,提出了基于多范畴信息体的客户群自动分类算法。在获得客户群之后,从服务提供者与客户群之间的“距离”角度研究了客户群相对于服务提供者的价值,并认为客户群与服务提供者的“距离”越小,两者的吸引力越大,客户群价值越大；反之,客户群价值越小。
第五,提出了基于布局优化和分解优化的汽车营销电子商务客户群价值优化方法。在汽车营销电子商务中,服务产品的空间布局优化和产品目录的分解优化能够有效平衡服务消费者的服务保持,实现客户群内部服务时间最大熵,从而提升客户群的整体价值,缩短客户群与服务提供者之间的“距离”,最终实现客户群价值的最大化。
本文研究针对汽车营销电子商务个体服务消费者的客户价值,通过服务保持的计算,将汽车营销电子商务中个体客户交易活动外的其他相关活动记入客户价值,并建立了相应的计算与评价方法。论文最后以一个汽车营销电子商务客户价值评估实例对比验证了本方法及其他相关方法的适用性。
With the wider application of the theory of value management, the research of enterprise customers value has abstracted more and more researcher's notice., but the research of that is still at the primary stage because of its calculation and evaluation method. To solve the calculation and evaluation problem of automobile marketing, at the first time, this paper has made some research from the perspective of service consumption. Firstly, the paper has summarized the theories and methods of customer value research, compared and analyzed the research status quo of research at home and abroad. Secondly, this paper has set up a customer value evaluation method of automobile marketing based on the customer consumption, and researched the individual customer value and groups customer value based on those methods; in the end, this paper has analyzed the customer value optimization method of automobile marketing. To sum up, mainly research works has included as following:
Based on the traditional research, firstly, this paper has analyzed the concept, network and surrounding of automobile marketing, and showed the research feasibility from technology and data aspects. Secondly, the paper has analyzed deeply the service consume process and its cost of automobile marketing, and we have confirmed that any activities of network consume has certain value, while this kind of value is the mainly part of service consumer's value. Thirdly, this paper has studied on the product process and its cost of service provider. Based on the two processes, we have considered that it has a consume-value-balance between the service consumer and the provider. From the balance, we get the service consumption, which could build a platform to calculate the value of dot-hit, transaction and data exchange. Based on this platform, this paper has built up a customer-value-evaluation method of automobile marketing and application result showed the method could solve the loss of value of customer value calculation effectively.
Based on the calculating of Service Consumption, the paper has built up an individual customer value model of automobile marketing. In addition, the model has got deeply research of three aspects:customer retention rates of multi-consumption, the future potential service consumption calculation and the life cycle forecast of individual service consumer. The result of application has showed:the customer-retention-rates calculation of multi-service products consumption is fitter to the fact; the method of time series analysis could enhance the precision by 30%-50%; the result of "adding dormancy time" was more true to the actual case of automobile marketing.
This paper has proposed the concept of Customer Groups Value of automobile marketing at first time, and analyzed its composition deeply. To describe the service consumption behavior of automobile marketing, the paper has gotten the CBMG method, analyzed the arithmetic of classification and gotten the customer groups. To gain CGV, we have deeply analyzed the value from Customer Groups to service provider based on distance, and confirmed that the shorter the distance of customer and service provider, the bigger the Customer Groups Value, on the contrary, the smaller the value.
On the automobile marketing, the optimization of space position and content of service products could balance the service time of service consumer effectively. Moreover, got the most entropy of service time in the customer groups, enhanced the whole value of customer groups, shorten the distance between the customer and service provider, and optimized the customer value in the end.
The paper has mainly researched the individual service consumer value of automobile marketing by the calculating of Service Consumption, we have gotten mass activities of transaction and non-transaction into customer value, built up accordingly calculation and evaluation method, and solved the problem of "value lost" effectively. In the end, this paper has validated its applicability by the comparison analysis with traditional methods of an actual application.
首先,阐述了相关基础理论,对比分析了国内外研究现状。
其次,提出了基于服务保持的汽车营销电子商务客户价值评价方法。在传统客户价值研究的基础上,分析了汽车营销电子商务业务中的相关概念及其网络构架与环境,从技术及数据的角度说明了现阶段国内研究汽车营销电子商务客户价值的可行性；从服务消费者角度深入分析了汽车营销电子商务客户服务消费过程及其成本,本文认为,汽车营销电子商务客户中个体客户的任何一种交互活动都存在一定的价值,而这种价值正是客户价值的重要组成部分；从服务提供者角度研究了服务产品的生产销售过程及其成本构成。基于服务提供者与服务消费者之间的价值平衡,本文提出了服务保持的概念,并以此来衡量服务消费者的消费能力。由于服务保持能够将信息、交易、数据交互等多种服务活动的价值计算统一起来,从而为汽车营销电子商务客户价值的研究建立了一个平台,基于此平台,提出了一种新的汽车营销电子商务客户价值的评价方法。实际应用表明,基于服务保持的客户价值评价方法能够明显改善汽车营销电子商务客户价值评价中的“价值流失”。
第三,建立了汽车营销电子商务客户个体客户价值模型。结合汽车营销电子商务个体客户服务消费的特点,建立了任意个体客户的全生命周期价值模型,在服务保持计算的基础上,该模型主要针对组合产品消费的客户保持率计算、未来潜在服务保持的预测及个体客户生命周期的计算等问题进行了研究。实际应用表明：组合产品消费的客户保持率计算更真实地反映了汽车营销电子商务个体客户实际消费的情况；基于时间序列分析的服务保持预测方法在预测精度方面比传统的依靠购买概率乘以历史平均交易额方法提高30-50%；增加“休眠期”的汽车营销电子商务个体客户生命周期也更符合实际数据。
第四,提出汽车营销电子商务客户群的概念,并研究了客户群的价值构成。在此基础上,引入了CBMG来描述汽车营销电子商务个体客户的服务消费行为,研究了基于CBMG的不同聚类度客户群的获得方法,提出了基于多范畴信息体的客户群自动分类算法。在获得客户群之后,从服务提供者与客户群之间的“距离”角度研究了客户群相对于服务提供者的价值,并认为客户群与服务提供者的“距离”越小,两者的吸引力越大,客户群价值越大；反之,客户群价值越小。
第五,提出了基于布局优化和分解优化的汽车营销电子商务客户群价值优化方法。在汽车营销电子商务中,服务产品的空间布局优化和产品目录的分解优化能够有效平衡服务消费者的服务保持,实现客户群内部服务时间最大熵,从而提升客户群的整体价值,缩短客户群与服务提供者之间的“距离”,最终实现客户群价值的最大化。
本文研究针对汽车营销电子商务个体服务消费者的客户价值,通过服务保持的计算,将汽车营销电子商务中个体客户交易活动外的其他相关活动记入客户价值,并建立了相应的计算与评价方法。论文最后以一个汽车营销电子商务客户价值评估实例对比验证了本方法及其他相关方法的适用性。
With the wider application of the theory of value management, the research of enterprise customers value has abstracted more and more researcher's notice., but the research of that is still at the primary stage because of its calculation and evaluation method. To solve the calculation and evaluation problem of automobile marketing, at the first time, this paper has made some research from the perspective of service consumption. Firstly, the paper has summarized the theories and methods of customer value research, compared and analyzed the research status quo of research at home and abroad. Secondly, this paper has set up a customer value evaluation method of automobile marketing based on the customer consumption, and researched the individual customer value and groups customer value based on those methods; in the end, this paper has analyzed the customer value optimization method of automobile marketing. To sum up, mainly research works has included as following:
Based on the traditional research, firstly, this paper has analyzed the concept, network and surrounding of automobile marketing, and showed the research feasibility from technology and data aspects. Secondly, the paper has analyzed deeply the service consume process and its cost of automobile marketing, and we have confirmed that any activities of network consume has certain value, while this kind of value is the mainly part of service consumer's value. Thirdly, this paper has studied on the product process and its cost of service provider. Based on the two processes, we have considered that it has a consume-value-balance between the service consumer and the provider. From the balance, we get the service consumption, which could build a platform to calculate the value of dot-hit, transaction and data exchange. Based on this platform, this paper has built up a customer-value-evaluation method of automobile marketing and application result showed the method could solve the loss of value of customer value calculation effectively.
Based on the calculating of Service Consumption, the paper has built up an individual customer value model of automobile marketing. In addition, the model has got deeply research of three aspects:customer retention rates of multi-consumption, the future potential service consumption calculation and the life cycle forecast of individual service consumer. The result of application has showed:the customer-retention-rates calculation of multi-service products consumption is fitter to the fact; the method of time series analysis could enhance the precision by 30%-50%; the result of "adding dormancy time" was more true to the actual case of automobile marketing.
This paper has proposed the concept of Customer Groups Value of automobile marketing at first time, and analyzed its composition deeply. To describe the service consumption behavior of automobile marketing, the paper has gotten the CBMG method, analyzed the arithmetic of classification and gotten the customer groups. To gain CGV, we have deeply analyzed the value from Customer Groups to service provider based on distance, and confirmed that the shorter the distance of customer and service provider, the bigger the Customer Groups Value, on the contrary, the smaller the value.
On the automobile marketing, the optimization of space position and content of service products could balance the service time of service consumer effectively. Moreover, got the most entropy of service time in the customer groups, enhanced the whole value of customer groups, shorten the distance between the customer and service provider, and optimized the customer value in the end.
The paper has mainly researched the individual service consumer value of automobile marketing by the calculating of Service Consumption, we have gotten mass activities of transaction and non-transaction into customer value, built up accordingly calculation and evaluation method, and solved the problem of "value lost" effectively. In the end, this paper has validated its applicability by the comparison analysis with traditional methods of an actual application.
引文
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