Earticle

초록

영어

In recent years, the Pareto/NBD model has gotten the favor of many scholars because of its accurate ability of predicting the future customer purchase frequency. Firstly, the paper analyzed the disadvantages of Pareto/NBD model; Secondly, the paper put forward an improved Pareto/NBD model which integrated the customer personalized information in order to resolve the problem in the Pareto/NBD model and improve the accuracy of prediction; Thirdly, the paper used the real sales data of a Dalian Mall as the sample, empirically tested the superiority of the improved Pareto/NBD model to the original Pareto/NBD model. Finally, this paper combined with the improved Pareto/NBD model and the Gamma-Gamma model to predict each customer lifetime value, and put forward the segmentation method based on CLV and management strategy, help the enterprises implement differentiated marketing and enhance the level of customer relationship management (CRM).

목차

Abstract
 1. Introduction
 2. Literature Review
 3. Model Construction
  3.1. Introduction of Pareto/NBD Model
  3.2. Disadvantages Analysis of Pareto/NBD Model
  3.3. Improvement of Pareto/NBD Model
 4. Empirical Analysis
  4.1. Data Description
  4.2. Parameter Estimation
  4.3. Analysis of Customer Purchase Frequency
 5. Application of the Improved Model
  5.1. Calculation of Customer Lifetime Value
  5.2. The Customer Segmentation and Marketing Strategy Based on CLV
 6. Conclusions
 Acknowledgements
 References

키워드

저자

• Yanhong Guo [ Faculty of Management and Economics, Dalian University of Technology, Dalian, Liaoning, China, 116024 ]
• Hui Wang [ Faculty of Management and Economics, Dalian University of Technology, Dalian, Liaoning, China, 116024 ]
• Wei Liu [ Faculty of Management and Economics, Dalian University of Technology, Dalian, Liaoning, China, 116024 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Database Theory and Application

• 간기

  격월간

• pISSN

  2005-4270

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605