CN1505795A - 客户资产价值评估系统 - Google Patents
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Abstract
本发明提供了一种在评价企业提供的商品·服务的资产价值的时候考虑企业客户发展趋势的资产价值评估系统,还提供了根据店铺·地域·购买层的不同而决定客户维持率和客户资产价值增长率的评估方法,并提供了制定、实施最佳促销策略计划的信息。本发明的客户资产价值评估系统(100)包括企业销售管理计算机系统(2)和经由通信线路连接到企业销售管理计算机系统(2)上的评估计算机(10),其特征在于:评估计算机包括:Web服务器、通信控制装置、应用服务器(12)和记录从企业或者店铺接受的购买记录信息的数据库(14),数据库包括:按照购买记录信息发生的顺序记录的原始记录表(14a),客户主表(14b)和每隔一段时间合计一次的分类汇总表(14c),应用服务器(12)包括:购买信息收集装置(12a),客户资产价值分类装置(12b)和客户资产价值评估装置(12c),客户资产价值评估装置(12c)包括:总客户资产价值汇总装置(12c-1),平均客户资产价值汇总装置(12c-2),客户稳定率汇总装置(12c-3)和客户资产价值增长率汇总装置(12c-4)。
Description
技术领域
本发明涉及一种销售商品、提供服务的企业的客户资产价值评估系统。
背景技术
目前,对企业的业绩、增长潜力的评估是根据财务报表公布的营业额、资产内容进行的。而且,企业的商标作为无形资产,其价值也受到关注。
这种商标资产评估对关心长期利益,股势稳定增长的股东、投资者来说是重要的指标。因此,也要求将商标的资产价值作为无形资产计入资产负债表中,进行评估。
不过,目前的状况是,商标所属领域的类似商品或个人客户了解的驰名商标的仿制产品的广告在信息媒介和互联网媒介上频繁进行,因此,为了使自己的产品和其他产品区分开,同时为了增强消费者对商标的印象,企业或是播放大量的有特色的广告,或是进行价格竞争。因此,从对现有的商标·商品的营业额分析中,不能把握其无形资产价值的发展趋势。
此外,为了提升企业的持续发展力·促进商标资产的增长,企业需要制定出最佳策略,并实施其销售战略·销售战术,但是在这个过程中并没有根据店铺·地域·购买层的不同而决定各自的最佳政策的可参考的信息。
本发明克服了上述不足,其目的在于提供一种评价企业提供的商品·服务的资产价值的时候考虑企业客户发展趋势的客户资产价值评估系统。
此外,本发明的另一个目的在于提供一种根据店铺·地域·购买层的不同而决定客户维持率和客户资产价值增长率的评估方法,提供制定、实施最佳促销策略计划的信息。
而且,本发明的另一个目的还在于通过使用客户维持率和客户资产价值增长率矩阵,确定根据店铺·地域·购买层的不同导致客户资产价值回报(Return On Customer Equity)不同的问题及其相关对策。
发明内容
本发明的客户资产价值评估系统包括设置在店铺中的POS或者包括电子商务装置的企业销售管理计算机系统,以及经由包括互联网的通信线路连接到POS终端或者企业销售管理计算机系统上的评估计算机,其特征在于:
该评估计算机包括:与互联网连接的Web服务器;与公众通信线路连接的通信控制装置;进行客户资产价值评估的应用服务器;以及记录从企业或者店铺接受的购买记录信息的数据库;
该数据库包括:按照购买记录信息发生的顺序记录的原始记录表;客户主表;以及每隔一段时间合计一次的分类汇总表;
该应用服务器包括:从企业·店铺中接受购买记录信息,并记录在原始记录表上的购买信息收集装置;判断客户的资产价值类别,并记录在客户主表上的客户资产价值分类装置;以及统计客户主表和原始记录表,并进行客户资产价值评估的客户资产价值评估装置;
该客户资产价值评估装置包括:总客户资产价值汇总装置;平均客户资产价值汇总装置;客户稳定率汇总装置;以及客户资产价值增长率汇总装置。
根据本发明,能够如实、容易地收集购买记录信息,并将购买记录信息按预定时间段频繁划分以便进行分析。因此,可以快速进行分析和寻找对策,使企业的商标资产持续增长。
此外,本发明的特征还在于:该客户资产价值分类装置,对作为评估对象的特定商标·商品·店铺,根据特定客户的不同,分类该购买记录信息,判断用期待重复购买·光顾作为该评估对象的特定商标·商品·店铺的预定期间划分的价值评估期间内的购买记录信息的发生时间和频率,把客户划分成三类:相对于上次价值评估期间,在新价值评估期间内继续重复购买的维持购买客户,中止购买的流失客户和初始购买的新增客户,并在该客户主表上记录其分类代码。
根据本发明,通过配置客户资产价值分类装置,能够把握购买记录信息的改观情况。
此外,本发明的特征还在于:该客户资产价值评估装置包括:商标的总客户资产价值汇总装置,其从所述购买记录信息中统计出所述价值评估期间内发生的并经处理的总客户数,并进行记录;平均每个客户的平均客户资产价值汇总装置,其统计总购买金额,计算出平均每个客户的购买金额,并进行记录;客户稳定率汇总装置,其只统计所述维持购买客户的客户数·购买金额,计算出其占总客户数·总购买金额的客户维持率,并进行记录;以及客户资产价值增长率汇总装置,其统计上次价值评估期间的客户在新价值评估期间内中止购买的所述流失客户在上次价值评估期间内的客户数·购买金额,计算出流失客户数·购买金额,并进行记录,统计在新价值评估期间内开始购买的所述新增客户在新价值评估期间内的客户数·购买金额,计算出新增客户数·购买金额,并进行记录,而且计算出其新增客户数·购买金额占流失客户数·购买金额的比例,并进行记录。
根据本发明,可以通过总客户资产价值汇总装置,把握作为商标的总客户资产指标的总客户数的绝对数和改观情况。可以通过平均客户资产价值汇总装置,把握平均每个客户的现金价值的绝对值和改观情况。可以通过客户稳定率汇总装置,根据客户维持率把握客户资产的收益稳定性的比例和改观情况。可以通过客户资产价值增长率汇总装置,把握商标增长潜力的比例和速度。
此外,本发明的特征还在于:该购买记录信息包括购买店铺代码、购买地域代码和购买层代码中的任一个,根据该代码的不同,进行该客户资产价值评估。
根据本发明,关于同一商标,通过比较店铺、地域和购买层的不同,从而能够对具有优良的客户资产的成功店铺·地域和仅具有衰落退化客户资产的店铺·地域进行比较,选出成功的销售策略(成功经验),并进行推广。
附图说明
图1是本发明的客户资产价值评估系统的结构的概念图;
图2是本发明的客户资产价值分类的说明图;
图3是本发明的分类方法的说明图;
图4是本发明一个实施例的店铺分析的矩阵说明图;以及
图5是本发明实施例的其他店铺分析的矩阵说明图。
具体实施方式
以下,参照附图对本发明的实施例进行详细说明。
图1是本发明的客户资产价值评估系统100的结构的概念图。其中,1表示的是店铺,1a表示的是设置在店铺1中的可与互联网连接的POS终端。2表示的是企业的销售管理计算机系统,3表示的是可与互联网连接的客户终端机。4表示的是互联网,5表示的是公众通信线路。销售管理计算机系统2包含电子商务装置,该电子商务装置可以接受从客户终端机3上经由互联网4发送的定单,该销售管理计算机系统2收集各种购买记录信息,这些购买记录信息包括:从店铺1直接购买的购买记录信息,通过电子商务购买的购买记录信息和其他的购买记录信息。
评估计算机10与互联网4或者公众通信线路5连接,从企业的销售管理计算机系统2上接受购买记录信息。因此,评估计算机10包括:含有与互联网4连接的防火墙的Web服务器11;含有与公众通信线路5连接的调制解调器的通信控制装置15;通过LAN16分别与各装置连接的,控制评估的应用服务器12;以及控制数据库14的数据库服务器13。
该数据库14包括:按照购买发生页序记录的原始记录表14a;客户主表14b;以及每隔一段期间统计一次的分类汇总表14c。
该应用服务器12包括:从企业的销售管理计算机系统或者店铺的POS终端上接受购买记录信息,并将该购买记录信息记录在该原始记录表14a上的购买信息收集装置12a;判断客户的资产价值类别,并将该资产价值类别记录在客户主表14b上的客户资产价值分类装置12b;以及统计该客户主表14b和该原始记录表14a,并对客户资产价值进行评估的客户资产价值评估装置12c。
更详细地说,该客户资产价值评估装置12c包括:总客户资产价值汇总装置12c-1,平均客户资产价值汇总装置12c-2,客户稳定率汇总装置12c-3,以及客户资产价值增长率汇总装置12c-4。
本发明的该客户资产价值分类装置12b具有以下功能。对作为评估对象的特定商标·商品·店铺,根据特定客户的不同,该客户资产价值分类装置12b分类该购买记录信息,判断用期待重复购买·光顾作为该评估对象的特定商标·商品·店铺的预定期间划分的价值评估期间内的购买记录信息的发生时间和频率,并把客户划分成三类:相对于上次价值评估期间,在新价值评估期间内继续重复购买的维持购买客户,中止购买的流失客户和初始购买的新增客户,并在该客户主表上记录其分类代码。
图2是客户资产价值分类的说明图。Δ标记表示购买记录信息。横轴表示时间,(期间1)代表上次价值评估期间,(期间2)代表重新评估的价值评估期间。客户1的购买记录信息Δ在(期间1)有两次,在(期间2)有两次。客户2的购买记录信息Δ在(期间1)有两次,在(期间2)没有。客户3的购买记录信息Δ仅在(期间2)有两次。此时,客户资产价值分类装置12b将客户1归类为维持购买客户C,将客户2归类为流失客户D,将客户3归类为新增客户E。
此外,在(期间1)的购买记录信息Δ中出现的客户总数,所谓的期间1的购买者A是维持购买客户C和流失客户D之和,期间2的购买者总数B是维持购买客户C和新增客户E之和。
图3是本发明的分类方法的说明图,是对期间1和期间2的购买人数的发展趋势进行分类的图表,纵轴表示购买人数,横轴表示时间的推移。相对于期间1的总购买人数A,期间2的购买人数B有所增加。而且,随着时间的推移,在期间1的总购买人数A中,存在在期间2没有购买的流失客户D,期间2的总购买人数B由初始购买的新增客户E和维持购买客户C组成。
下面对该客户资产价值评估装置12c进行详细说明。首先,总客户资产价值汇总装置12c-1从期间1和期间2的购买记录信息中统计出在各期间内发生的对购买记录处理过的总客户数,并将其记录在分类汇总表14c中。
平均客户资产价值汇总装置12c-2从期间1和期间2的购买记录信息中统计出在各期间内发生的对购买记录处理过的购买金额,并将其记录在分类汇总表14c中,与此同时,将已经统计完的期间1和期间2的总客户数从分类汇总表14c中找出来,并分别计算出在期间1和期间2中的平均每个客户的购买金额,将其记录在分类汇总表14c中。
客户稳定率汇总装置12c-3只统计该维持购买客户C的客户数·购买金额,并将其记录在分类汇总表14c中,与此同时,从期间1和期间2的分类汇总表14c中找出总客户数·总购买金额,计算出维持购买客户所占的客户维持率,并将其记录在分类汇总表14c中。
客户资产价值增长率汇总装置12c-4,统计上次价值评估期间(期间1)的客户在新价值评估期间(期间2)内中止购买的该流失客户D在上次价值评估期间(期间1)内的客户数·购买金额,并将流失客户数·购买金额记录在分类汇总表14c中,统计在新价值评估期间(期间2)内开始购买的该新增客户E在新价值评估期间(期间2)内的客户数·购买金额,并将新增客户的客户数·购买金额记录在分类汇总表14c中,计算出其新增客户数·购买金额占流失客户数·购买金额的比例,并记录在分类汇总表14c中。
而且,该客户资产价值评估装置12c根据购买店铺代码、购买地域代码和购买层代码中的任一个的指定代码的不同,绘制分类汇总表14c。
图4和图5表示的是根据店铺的不同绘制分类汇总表14c,并以该记录为基础,绘制分类汇总表14c的实施例。
图4中,纵轴表示的是由平均客户资产价值汇总装置12c-2汇总记录的平均每个客户的购买金额,横轴表示的是由总客户资产价值汇总装置12c-1汇总记录的总客户数,图4是绘制各店铺记录的分析图。在该图中,将表示店铺位置的点的形状用与销售额规模(客户数×平均每个客户的购买金额)大小顺序对应的黑圆点、白圆点、三角形、菱形和×标记划分,并表示出来。
根据该分析图,从每个店铺的现金资产价值、平均每个保有客户的平均资产价值和总客户数上,能够判断出这个店铺应该采取的促销政策是应该以确保客户数为重点,还是应该采取使每个客户的购买金额增加的政策。
此外,将保有更多客户数的店铺的成功经验介绍给客户数少的店铺,使其促销政策等最优化。
图5中,横轴表示的是由客户稳定率汇总装置12c-3汇总记录的维持购买客户所占的客户维持率,纵轴表示的是由客户资产价值增长率汇总装置12c-4汇总记录的新增客户数·购买金额占流失客户数·购买金额的比例,图5是绘制各店铺记录的分析图。在该图中,将表示店铺位置的点的形状用与销售额规模(客户数×平平均每个客户的购买金额)的大小顺序对应的黑圆点、白圆点、三角形、菱形和×标记划分,并表示出来。
在该分析图中,纵轴表示客户资产价值增长率(绩效率),向上增长表示获得新的客户。横轴表示的是客户稳定率(客户维持率),向右增长表示保有稳定的客户。
而且,分别用虚线表示全体店铺的平均绩效率、平均客户维持率。根据该图,能够用分析图中的圈儿圈成A、B、C、D四组,对每组客户资产价值进行评估和制定出每个店铺应该采取的基本战略。
也就是说,A组是客户维持率、增长率都高于全体店铺平均值,稳定增长的优良店铺,对企业来说,可以说是优良的客户资产。弄清该组成功的主要原因,并介绍给其他的有问题的店铺,能使企业的全体店铺的客户资产增加。
B组是客户资产增长率非常高,但客户稳定率非常低的店铺。该组虽然活性化,但需要制定防止客户流失的积极维持·培育客户的方案。
C组是客户维持率、增长率都低于全体店铺平均值的衰落的店铺。首先需要对维持客户增加投资的有问题的店铺。
D组是客户维持率高的成熟店铺,但同时也是新增客户少的老店铺。需要对获得新客户重点投资的店铺。前面以上述店铺的比较为例进行了说明,但并不局限与此,本发明当然可以应用在从事同类型事业的企业的分析上和从事不同类型事业的企业经营上。
产业上的实用性
根据本发明的客户资产价值评估系统,能够如实、容易地收集购买记录信息,并将购买记录信息按预定时间段频繁划分以便进行分析。因此,可以快速地分析和寻找对策,使企业的商标资产持续增长。
此外,可以通过总客户资产价值汇总装置,把握作为商标的总客户资产指标的总客户数的绝对数和改观情况。可以通过平均客户资产价值汇总装置,把握平均每个客户的现金价值的绝对值和改观情况。可以通过客户稳定率汇总装置,根据客户维持率把握客户资产的收益稳定性的比例和改观情况。可以通过客户资产价值增长率汇总装置,把握商标增长率的比例和速度。
此外,关于同一商标,通过比较店铺、地域和购买层的不同,从而能够对具有优良的客户资产的成功店铺·地域和仅具有衰落退化客户资产的店铺·地域进行比较,选出成功的销售策略(成功经验),并进行推广。
Claims (4)
1.一种客户资产价值评估系统,其包括:设置在店铺中的POS或者包括电子商务装置的企业销售管理计算机系统,以及经由包括互联网的通信线路连接到所述POS或者所述计算机系统上的评估计算机,其特征在于:
所述评估计算机包括:与互联网连接的Web服务器;与公众通信线路连接的通信控制装置;进行客户资产价值评估的应用服务器;以及记录从企业或者店铺接受的购买记录信息的数据库;
所述数据库包括:按照购买记录信息发生的顺序记录的原始记录表;客户主表;以及每隔一段时间合计一次的分类汇总表;
所述应用服务器包括:从企业·店铺中接受购买记录信息,并记录在原始记录表上的购买信息收集装置;判断客户的资产价值类别,并记录在客户主表上的客户资产价值分类装置;以及统计客户主表和原始记录表,并进行客户资产价值评估的客户资产价值评估装置;
所述客户资产价值评估装置包括:总客户资产价值汇总装置;平均客户资产价值汇总装置;客户稳定率汇总装置;以及客户资产价值增长率汇总装置。
2.根据权利要求1所述的客户资产价值评估系统,其特征在于:所述客户资产价值分类装置,对作为评估对象的特定商标·商品·店铺,根据特定客户的不同,分类所述购买记录信息,判断用期待重复购买·光顾作为其评估对象的特定商标·商品·店铺的预定期间划分的价值评估期间内的购买记录信息的发生时间和频率,把客户划分成三类:相对于上次价值评估期间,在新价值评估期间内继续重复购买的维持购买客户,中止购买的流失客户和初始购买的新增客户,并在所述客户主表上记录其分类代码。
3.根据权利要求1或2所述的客户资产价值评估系统,其特征在于:所述客户资产价值评估装置包括:商标的总客户资产价值汇总装置,其从所述购买记录信息中统计出所述价值评估期间内发生的并经处理的总客户数,并进行记录;平均每个客户的平均客户资产价值汇总装置,其统计总购买金额,计算出平均每个客户的购买金额,并进行记录;客户稳定率汇总装置,其只统计所述维持购买客户的客户数·购买金额,计算出其占总客户数·总购买金额的客户维持率,并进行记录;以及客户资产价值增长率汇总装置,其统计上次价值评估期间的客户在新价值评估期间内中止购买的所述流失客户,在上次价值评估期间内的客户数·购买金额,计算出流失客户数·购买金额,并进行记录,统计在新价值评估期间内开始购买的所述新增客户,在新价值评估期间内的客户数·购买金额,计算出新增客户数·购买金额,并进行记录,并且计算出其新增客户数·购买金额占流失客户数·购买金额的比例,并进行记录。
4.根据权利要求1至3中任一所述的客户资产价值评估系统,其特征在于:所述购买记录信息包括购买店铺代码、购买地域代码和购买层代码中的任一个,根据所述代码的不同,进行所述客户资产价值评估。
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Cited By (3)
Publication number | Priority date | Publication date | Assignee | Title |
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CN108428138A (zh) * | 2017-02-13 | 2018-08-21 | 北京京东尚科信息技术有限公司 | 一种基于客户分群的客户生存率分析装置及分析方法 |
CN108428138B (zh) * | 2017-02-13 | 2021-07-20 | 北京京东尚科信息技术有限公司 | 一种基于客户分群的客户生存率分析装置及分析方法 |
CN108805380A (zh) * | 2017-05-04 | 2018-11-13 | 上海诺亚投资管理有限公司 | 一种基于区块链的金融产品收益评估方法和系统 |
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EP1391836A4 (en) | 2007-11-14 |
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US7039607B2 (en) | 2006-05-02 |
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