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A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry | ||
Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
مقاله 2، دوره 11، شماره 3، آذر 2018، صفحه 437-462 اصل مقاله (2.74 M) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/ijms.2018.242492.672837 | ||
نویسندگان | ||
Yaser Nemati* 1؛ Ali Mohaghar2؛ Mohammad Hossein Alavidoost3؛ Hossein Babazadeh4 | ||
1Department of Industrial Management, Faculty of Economics and Management, University of Mazandaran, Mazandaran, Iran | ||
2Department of Industrial Management, Faculty of Management, University of Tehran, Tehran, Iran | ||
3Department of Industrial Engineering, Amirkabir University of Technology, Tehran, Iran | ||
4Department of Industrial Engineering, University of Science and Culture, Tehran, Iran | ||
چکیده | ||
Telecommunications is the todays’ leading industry. Value Added Services (VAS) is considered as one of the most money making segments of Telecom services. The purpose of this paper is to allocate promotional marketing strategies to customer segments. Therefore, a four-phase practical framework is developed to prioritize marketing strategies based on Customer Lifetime Value (CLV). The first phase focuses on information gathering. Consequently, the CLV of each customer is calculated. Then, the customers are clustered into separated segments based on their CLV scores, using Fuzzy C-Mean. Finally, the appropriate marketing strategy is prioritized for each segment, using Fuzzy TOPSIS technique. | ||
کلیدواژهها | ||
: Customer Lifetime Value (CLV)؛ customer segmentation؛ Customer Relationship Management (CRM)؛ fuzzy c-mean؛ Fuzzy TOPSIS (F-TOPSIS) | ||
عنوان مقاله [English] | ||
ارائه یک چارچوب مفهومی جهت اولویتبندی استراتژیهای بازاریابی برمبنای ارزش دوره عمر مشتری - مطالعه موردی صنعت ارتباطات سیار | ||
نویسندگان [English] | ||
یاسر نعمتی1؛ علی محقر2؛ محمد حسین علوی دوست3؛ حسین بابازاده4 | ||
1گروه مدیریت صنعتی، دانشکده مدیریت و علوم اقتصاد، دانشگاه مازندران، مازندران، ایران | ||
2گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
3دپارتمان مهندسی صنایع، دانشگاه صنعتی امیرکبیر، تهران، ایران | ||
4دپارتمان مهندسی صنایع، دانشگاه علم و فرهنگ، تهران، ایران | ||
چکیده [English] | ||
صنعت ارتباطات سیار یکی از پیشروترین صنایع دنیاست. در سالهای اخیر، سرویس های ارزش افزوده با هدف ایجاد تنوع در ارائه خدمات مورد توجه قرار گرفته است. به جهت نوظهور بودن ارائه این سرویس در ایران، بهرهگیری از مفاهیمی چون مدیریت ارتباط با مشتریان نه بعنوان یک مزیتی رقابتی بلکه بعنوان یک الزام رقابتی بیش از پیش مورد نیاز میباشد. لازمه این أمر، استفاده از یک شاخص برتر به نام ارزش دوره عمر مشتری است که امروزه به عنوان یک شاخص بازاریابی معتبر در سطح جهان مورد استفاده قرار میگیرد. ما در این تحقیق، یک چارچوب کاربردی شامل چهار فاز را برای پیاده سازی استراتژی های بازاریابی بر مبنای ارزش دوره عمر مشتری، پیشنهاد کردیم. در فاز اول، اطلاعات مشتریان را بر اساس تعریف ارزش دوره عمر مشتری استخراج نمودیم. در گام دوم، شاخص ارزش دوره عمر را بر اساس سه رویکرد ارزش جاری، ارزش قراردادی و وفاداری مشتری برای تمامی مشتریان محاسبه کردیم. در فاز سوم، مشتریان را بر مبنای ارزش دوره عمرشان با استفاده از تکنیک میانگین C فازی خوشه بندی نمودیم. و در نهایت در فاز چهار، استراتژی بازاریابی متناسب با هر خوشه از مشتریان را با استفاده از روش تاپسیس فازی اولویت بندی نمودیم. | ||
کلیدواژهها [English] | ||
مدیریت ارتباط با مشتریان, ارزش دوره عمر مشتری, خوشه بندی مشتریان, میانگین c فازی, تاپسیس فازی | ||
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