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Study of Customer Value Management on the Base of Data Mining

Author: JiangYing
Tutor: ZhouWanLong
School: Wuhan University
Course: Technology Economics and Management
Keywords: Customer Value CVM (Customer Value Management) Data Mining
CLC: F274
Type: Master's thesis
Year: 2005
Downloads: 515
Quote: 4
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Abstract


Customer value and customer value management are becoming increasingly used in strategy and marketing literature in recent years. Customer value is considered central to competitive advantage and long-term success of business organizations. Consequently, a great importance attached to this concept. This paper attempts to build an integrative configuration of customer value management on the base of the concept of customer value.To stay competitive, companies need to develop a viably analytic method to deal with a large sum of data associated with customer value. Since a key to the successful development of a customer value management system rests with whether the company can well understand customer value and the ways to satisfy the customers’ need. We propose data mining techniques. Data mining can provide a window into customers’ behavior and customer value. It will bring company competitive power if data mining is handled correctly, and companies can turn the mined customer information into effective measures to improve customer value.The paper consists four parts. The first chapter systematically described the concept of customer value. And the second part gave representative configurations of customer value management. The third chapter told us how to use data mining into customer value management, and offer a business configuration of customer value management based on data mining. The last chapter gave two example of using data mining into customer value management in the industry of telecommunication and hotel.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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