基于顧客資產的交叉購買價值計量研究

摘 要:交叉購買價值是顧客資產的重要組成部分之一，測量和預測交叉購買價值是顧客資產計量研究中的一個重要課題。本文在借鑒顧客資產及交叉購買相關研究成果的基礎上，以顧客資產為前提，對交叉購買價值的計量問題進行了探討。從資產角度出發，界定了顧客交叉購買價值的概念，從顧客自身和企業兩方面對影響顧客交叉購買行為及其購買價值量的因素進行了系統分析，在此基礎上提出了交叉購買價值計量模型，并運用Logit模型和曲線擬合法構建了交叉購買概率、交叉購買量的預測模型。實例應用結果證明，本文提出的模型具有較好的預測效果，對完善顧客資產計量研究具有一定的參考價值。

關鍵詞:顧客資產;交叉購買價值;交叉購買頻率;交叉購買量

中圖分類號:F713.50 文獻標識碼:A 文章編號:1003-5192(2010)02-0053-05

The Measurement of Cross-purchase Value Base on the Customer Asset

CHENG Ai-wu， ZHANG Shu-quan

(ManagementCollege，Xi’an Polytechnic University，Xi’an 710048，China)

Abstract:Cross-purchase value is one of the important part of customer asset， and the measurement and prediction to it is the important subject in the measurement of customer asset. Drawing on the related research about cross-purchase and customer asset， the paper explored the problem of customer cross-purchase measurement on the premise of customer asset. The paper defined the conception of customer cross-purchase value from the perspective of asset and analyzed the factors that affect customers’ cross-purchase behavior and volume from customers themselves and enterprises two aspects. Then based on this the paper proposed the measurement model of cross-purchase value and built the prediction models of cross-purchase probability and cross-purchase volume by using Logit model and curve-fitting method. Empirical results show that the proposed model got better prediction results. The model has certain reference value to improve the measurement of customer assets study.

Key words:customer asset; cross-purchase value; cross-purchase frequency; cross-purchase volume

1 引言

在顧客導向成為企業普遍認同的營銷觀念后，顧客交叉購買行為開始受到關注。人們發現交叉購買不僅能夠使企業從現有顧客中獲得更多的利潤回報，還能夠加強并延長顧客與企業之間的交易關系，從而增加顧客生命周期的總價值。如Blattberg等認為交叉銷售回報是顧客資產的三個組成部分之一[1]，Reinartz and Kumar發現有交叉購買行為的顧客其生命周期更長[2]，Venkatesan and Kumar認為交叉購買是顧客生命周期價值形成的重要動機之一，而且能夠帶來更高的顧客價值[3]，Kumar et al的研究發現購買產品種類的增加能夠積極影響公司的績效[4]，等等。隨著學術研究對交叉購買重要性的不斷揭示，營銷實踐也越來越重視通過交叉銷售活動促進交叉購買，以實現利潤最大化的目標。……