Analysis on the Integration Pattern of Customer Lifetime Value and Modern Public Relations Management

摘要

The ultimate goal of modern public relations management is to create image value for the organization, and it is directly reflected on the customer satisfaction and loyalty to the organization, namely, the customer lifetime value. The customer relationship focused on by both public relations management and marketing makes customer lifetime value an important part of organizational development strategies. In this paper, the integration of modern public relations and customer lifetime value has been studied, the meaning of customer lifetime value in modern public relations management has been defined, a public relations and customer lifetime value management model has been developed, and in-depth analysis on the management strategy of modern public relations to create customer lifetime value has been performed.