《顾客价值管理CV》PPT课件

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1、CustomerValueManagementTeacher：LiShanE-mail：lishan@scu.edu.cnMob：139-8171-8889CustomerValueManagement一.CustomerValue&CustomerRelationshipValue客户价值与客户关系价值二.CustomerLifetimeValue&CustomerProfitability客户终身价值与客户获利能力三.CustomerAssetManagement客户资产管理四.CustomerPyramidManagement客户金字

2、塔管理Page2Page3CustomerValueManagement一.CustomerValue&CustomerRelationshipValue1、CustomerValue（CV）客户让渡价值：从客户出发的价值客户关系价值：从企业出发的价值customerdeliveredvaluecustomerrelationshipvalueCustomerValueCustomerValueManagementPage4CDV：customerdeliveredvalue——顾客总价值减去顾客总成本的净值CDV=TCV－TCC1．Zer

3、ovalue：TCV=TCC物有所值价值相当，缺乏争力2．Positivevalue：TCV>TCC物超所值超额价值，竞争力强3．Negativevalue：TCV

4、nvalue——producers,sellers……I：Imagevalue——popularity,reputation……S：Servicevalue——pre-sale,sale,after-sales1、CustomerValue（CV）CustomerValueManagementPage6TCC：totalcustomercost——顾客为获得与实现产品的价值所付出的代价总和Mo：Moneycost：——Mi：Mindcost：——T：Timecost：——P：Physicalcost：——TCC=f(Mi、Mo、T、P)——

5、M2TP1、CustomerValue（CV）Page7customerdeliveredvaluecustomerrelationshipvalueCustomerValueCustomerValueManagementCDV=TCV－TCC2、CustomerRelationshipValue（CRV）Canbemeasuredunderthesupportoftheperfectionofaccountingsystem.Canyoumeasureit？CustomerValueManagementPage8CRV：customerr

6、elationshipvaluecustomerrelationshipvalue——Enterpriseestablish,maintainanddeveloptherelationshipwithcustomers.Profitability客户关系获利能力Lifetime客户关系寿命Ability客户能力价值Recommendation客户推荐价值Potential客户潜在价值2、CustomerRelationshipValue（CRV）CustomerValueManagementPage9CustomerValueManagem

7、ent二.CustomerLifetimeValue&CustomerProfitability1、CustomerLifetimeValue（CLV）——Enterprisemaybenefitfromthecustomersinthefuturesum,whichcanbemeasured。CLV=近似CLV=（M-C）*(1+i)/(1-r+i)-ACM：顾客在t时期创造的收入incomeC：企业t时期对顾客的营销沟通成本communicationcostsr：顾客保留率customerretentionratei：每个时期的折现率d

8、iscountrateAC：顾客获取成本customeracquisitioncosts利润乘数CustomerValueManagementExample（P17）Proble