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題名:RFMTC行銷模式之理論解析
書刊名:電子商務學報
作者:葉怡成楊錦章 引用關係連立川
作者(外文):Yeh, I-chengYang, King-jangLien, Li-chuan
出版日期:2008
卷期:10:3
頁次:頁625-641
主題關鍵詞:RFM模式顧客流失顧客終身價值行銷機率FM modelCustomer churnLife time valueMarketingProbability
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:9
  • 點閱點閱:95
本研究將RFM模式加以擴充,加入了二個變數: T (Time)表示顧客距第一次購 買的時間、C (Chum) 表示顧客每歷經一次行銷後流失的機率,再利用機率理論中的 Bernoulli序列,導出可以預測顧客購買次數的期望值、顧客終生回應次數期望值、顧客行銷價值、顧客終身價值的模型。本研究也提出估計模型參數的方法,並以一個實際個案進行實證研究。研究結果顯示,本研究所導出的理論模型可以準確預測顧客未來購買次數的期望值。
This study expanded the RFM model by including two parameters, time since first purchase (T) and chum probability (C). Using Bernoulli sequence in probability theory, this study derived out the model that can predict the expected value of the number of times that the customer will buy in the future, customer's marketing value at the next campaign, and customer lifetime value. This study also proposed the methodology to estimate the unknown parameters, such as chum probability, in the formulas, and examined a real case to verify the model. The findings showed that the model can accurately predict the expected value of the number of times that the customer will buy in the future.
期刊論文
1.邱宏彬、蘇建源(20040900)。一個可彈性支援顧客關係管理與資料庫行銷之模糊RFM Model。電子商務學報,6(2),149-173。new window  延伸查詢new window
2.Ron, K.、Kahan, R.(1998)。Using Database marketing Techniques to Enhance Your One-to-One Marketing Initiatives。Journal of Consumer Marketing,15(5),491-493。  new window
3.蘇柏全、林熙禎、李宙奇(20060600)。RFM模型結合貝氏隨機模式與時間序列模式運用於顧客狀態預測。電子商務學報,8(2),193-217。new window  延伸查詢new window
4.Miglautsch, J.(2000)。Thoughts on RFM Scoring。Journal of Database Marketing,8(1),67-72。  new window
5.Bult, J. R.、Wansbeek, T. J.(1995)。Optimal selection for direct mail。Marketing Science,14(4),378-381。  new window
6.Khalifa, Azaddin Salem(2004)。Customer value: a review of recent literature and an integrative configuration。Management Decision,42(5),645-666。  new window
7.Berger, Paul D.、Nasr, Nada I.(1998)。Customer Lifetime Value: Marketing Models and Applications。Journal of Interactive Marketing,12(1),17-30。  new window
8.Reinartz, Werner J.、Kumar, V.(2003)。The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration。Journal of Marketing,67(1),77-99。  new window
學位論文
1.楊清潭(2003)。應用資料探勘技術於顧客價值分析之研究(碩士論文)。東吳大學。  延伸查詢new window
圖書
1.Goldberg, D. E.(1989)。Gene Algorithm in Search, Optimization and Machine Learning。New York:Massachusetts:Addison-Wesley。  new window
2.Hughes, Arthur M.(1994)。Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program。Probus Publishing Company。  new window
3.Stone, B.(1995)。Successful Direct Marketing Methods。Successful Direct Marketing Methods。Lincolnwood, IL。  new window
其他
1.XLMIner(2006)。XLMiner 0verview,0。  new window
 
 
 
 
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