动态竞争模型中的客户盈利能力与基于clv的最优策略

Gerasimos Lianos, Igor Sloev
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引用次数: 1

摘要

本文研究了动态竞争行业中代表性企业的最优客户获取和保留决策。我们发现最优的每个客户保留努力正依赖于客户盈利能力,并且随着时间的推移是恒定的。盈利能力更强的客户的内生有效留存率更高,因此他们在客户群中的比例会随着时间的推移而增加。更大的市场规模和更低的竞争强度导致企业层面更高的收购和保留支出,但它们不会改变人均价值。使公司价值最大化的保留努力也使单个客户终身价值最大化,而均衡获取支出则使相应群体的预期平均客户价值最大化。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Customer Profitability and Optimal CLV-Based Strategies in a Model of Dynamic Competition
We study the optimal customer-acquisition and customer-retention decisions of the representative firm in a dynamic competitive industry. We find that the optimal per-customer retention effort depends positively on customer profitability and is constant over time. The endogenous effective retention rate is higher for more profitable customers, so their proportion in the customer base increases over time. Larger market size and lower competition strength result in higher acquisition and retention expenditures at the firm level, but they do not change per-capita values. The retention effort that maximize a firm's value also maximize individual Customer Lifetime Value, whereas the equilibrium acquisition expenditure maximize the expected average customer value in the corresponding cohort.
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