Enterprise Marketing Resource Allocation Study: Based on the Customer Value Analysis

摘要：

The allocation of marketing resource is the basis of marketing activities, which is one of the core tasks of enterprises CRM either, in this study, we classified the enterprise marketing resources and proposed the method to determine the amount available for distribution of marketing resources. In order to realize the rational allocation of enterprises limited resources, we regarded the customer value as the benchmark of enterprise marketing resources allocation. Finally, taking an enterprise as an example, the paper realized the quantitative distribution of enterprise marketing resources based on the cluster analysis of the enterprise customer value using SAS software.

关键词： Marketing Resource Allocation Customer Value Analysis

作者: Yan Renyuan

作者单位: Faculty of Business, Ningbo University, Ningbo, ZheJiang, 315211, China

会议类型: 国际会议

会议名称: 2010 International Conference on Intelligent Computation Technology and Automation(2010 智能计算技术与自动化国际会议 ICICTA 2010)

会议地点: 长沙

会议语种:英文

页码: 1386-1389

在线出版日期: 2010-05-11（万方平台首次上网日期，不代表论文的发表时间）