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In the era of Web 2.0,more and more customers prefer publishing online reviews to share their consumption experience in purchased websites,review websites and social networking websites,which have a great impact on enterprises.This paper proposes a RFMP model based on the traditional RFM to estimate the value of customer's review behavior.Meanwhile we propose an enterprises CLV model combining the online purchase behavior which we use RFM model and review behavior which we use RFMP model,adopting entropy evaluation method to calculate the index weight instead of AHP or other subjective methods.Finally,based on our CLV measurement model,we propose a novel customer segmentation method which can give more deep description for innovative marketing strategies.
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Basic Information:
China Classification Code:F224;F713.36;F274
Citation Information:
[1]ZHAO Meng,QI Jia-yin,School of Economics and Management,Beijing University of Posts and Telecommunications.The Research of Customer Lifetime Value Based on the Combination of Customer Purchase's RFM and Customer Online Review's RFMP[J].Journal of Statistics and Information,2014,29(09):91-98.
Fund Information:
国家自然科学基金重点项目《面向不确定性的Web2.0用户创作内容管理研究》(71231002)
2014-09-10
2014-09-10