关键词: 客户关系管理, 客户长期价值, 客户投入, 认知投入, 保持投入

Abstract: To realize the purpose of keeping long life customer with minimum customer devotion, based on deeply analyzing the customer life value, the whole customer devotion process through mathematics modeling, the calculate model of customer cognition devotion and keeping devotion was studied and built. The best estimate value of customer devotion was presented which helped to optimally control the customer devotion cost. It was proposed that enterprises should allocate different resources to various customers, especially to high customers with more resources, and promote the enterprises profits effectively.

Key words: customer relationship management, customer lifetime value, customer devotion, cognition devotion, keeping devotion