Customer Life-Long Value Computing Research Based on Expenditure Assignment

The customer life-long value is the key factor to survey the customer relationship management plan to be successful or not, its influencing factor is very complex, and many factors´ influence hasn´t very good quantification means at present. In this paper, the customer life-long value´s composition was analyzed, the influencing factor and the computational method of the customer life-long value was analyzed, too. Then the customer life-long value model based on customer expenditure assignment was researched. This model can manifest the influence to the customer life-long value effectively that the change of enterprise to the customer´s retention rate, the customer´s purchase transformation variation and the market competition environmental variation have done. Because the customer´s purchase transformation change conformed the request of the Markov chain about the non after effect´s supposition, it is proposed that the flowing customer percentage was forecasted with the Markov forecast model. Combining with the case, the quantitative analysis was made on the influence of customer´s expenditure assignment to the customer life-long value.