The purpose of this article is to provide more accurate theoretical basis and management tool for optimizing customer profitability management.Based on the review of the existing findings on determining customer profitability,this study identifies some issues in the customer relationship management area.The value structure of CLV is interpreted from the perspective of the time and form of value by discussing the impact of customer behaviors on profitability.CLV consists of existing value,potential value,WOM value,and innovation value.The measurement model of each value is proposed by optimizing CLV model and exploring their feature of form process and influential factors.Furthermore,the function property of the proposed CLV model and its applications are discussed.According to the analysis of function property,there is an optimal point θ* on the domain [0,1] of customer loyalty θi,which makes CLVi reaching a maximum.In addition,θ* and CLVi will be affected by some key factors such as marginal customer innovation value Ki,customer lifetime cycle length T,customer loyalty cultivation cost b,customer's real purchase rate λi,and customer's opinion leadership Vi.Five propositions are given as following,which reveal the variation rule of the relationship between customer loyalty and profitability.Proposition 1:There is an only optimal point θ* on the domain [0,1] of customer loyalty θi,which makes CLVi reaching a maximum,θ* =1 Iff b =0.Moreover,when other conditions are same,the more Ki is the more θ* and CLVi will be.Proposition 2:When other conditions are same,with the increase of T,θ* and CLVi will increase as well as the interval range on which customer loyalty has a positive effect on profitability and impact strength.Proposition 3:When other conditions are same,with the increase of the coefficient of b,θ* and CLVi will decrease as well as the interval range on which customer loyalty has a positive effect on profitability.Proposition 4:When other conditions are same,with the increase ofλi,θ* and CLVi will increase as well as the interval range on which customer loyalty has a positive effect on profitability and impact strength.Proposition 5:When other conditions are same,for profitable customer loyalty (i.e.DVi ＞ 0),with the increase ofVi,θ* and CLVi will increase.However,for the unprofitable customer loyalty (i.e.DVi ≤ 0),the more Vi is the more loss.In addition,with the increase of customer's real purchase rate λi,the interval range on which Vi has a positive effect on profitability and impact strength.On the basis of mathematical analysis,this paper discusses how to build profitable customer pool using the proposed CLV model and findings.In addition,this paper proposes a customer profitability management method called profitable customer pool management system (PCPMS),and explains its management method and process.According to the findings,the study argues several management implications and proposes new management logic named dynamic value co-creation strategy management (DVCSM).Its main idea is to enhance the coupling between customers and enterprises in order to promote the co-evolution of both sides.Finally,limitations and future research topics are discussed.%文章旨在为顾客赢利性优化管理提供更精确的理论依据和管理工具.因此,在评述现有顾客赢利性的测量模型——CLV在管理中的缺陷和困难基础上,通过讨论顾客行为对赢利的影响,诠释CLV的价值结构,进而探讨各价值成分的测量问题,以优化CLV模型.接着,探究所构建CLV模型的函数性质及其管理应用.由函数性质分析得知,在顾客忠诚θi的定义域[o,1]内,存在唯一最优点θ*使得CLVi达到最大值;且θ*和CLVi要受到边际顾客创新价值Ki,顾客生命周期长度T,忠诚培养成本率b,实现购买率λi,及意见领袖能力Vi等关键因素的影响,归纳得出5个命题,深度揭示了顾客忠诚与赢利性之间关系的变化规律.在此基础上,进一步阐述如何运用所构建CLV模型和所发现的结论建构赢利的顾客资产库,提出了一种顾客赢利性管理方法——"赢利的顾客资产库管理系统”(PCPMS),并论述PCPMS的管理方法与流程,进而探讨研究结论的管理启发.最后,讨论本研究的局限性,引出未来研究论题.
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