( )是一种常用和简洁的客户价值分析方法,其原理在于根据客户过去的交易金额对客户进行分级。
- A.ABC分析法
- B.RFM分析法
- C.CLV法
- D.BCG矩阵法
正确答案及解析
正确答案
解析
本题考查客户价值的分析方法。
(1)ABC分析法
原理在于根据客户过去的交易金额进行分级。占全部交易额的80%定位企业A级客户,剩余20%部分中的95%定位B级客户,占5%那部分客户被定义为C级。
(2)RFM分析法
是评价客户价值最有用的方法,是基于客户最近购买、消费频率、以及消费金额这三个指标进行客户价值分析。
(3)CLV法
即用户终身价值,它是指每个用户未来可能为企业带来的收益总和,每位用户的价值由历史价值、当前价值和潜在价值组成。
BCG矩阵又称市场增长率-相对市场份额矩阵、波士顿咨询集团法、四象限分析法、产品系列结构管理法等。
综合分析,本题选A。
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