建構藝術品產業顧客終身價值及顧客權益模式與計算行銷投資報酬率

Constructing Customer Lifetime Value in Art Industry and Customer Interests Model and Calculating Marketing ROI

徐怡(Yi Hsu) ； 陳詩婷(Shih-Ting Chen)

《Journal of Data Analysis》 8卷1期 (2013/02) Pp. 17-40

https://doi.org/10.6338/JDA.201302_8(1).0002

摘要

近年來，顧客終身價值（Customer Lifetime Value，CLV）之計算在服務產業裡屢受重視，相關研究從90年代開始便不斷湧現，然而截至目前為止顧客終身價值模式計算尚未應用於藝術品產業之上，正因如此本研究將此模式導入藝術品產業中。本研究首先比較現行理論與藝術品買賣實務上的落差，找出影響顧客留存的不同驅動因子，結果共得出六個因素，然後由驅動因子計算每個顧客初始留存機率，再導入馬可夫鏈計算每個顧客未來留存機率，接著本研究帶入修正的顧客終身價值模式，再推導顧客權益模式，最後試算出企業行銷投資報酬率，本研究根據問卷回收結果計算A藝術品業者的個別顧客終身價值，計算出其平均每位顧客終身價值為43,640元，與計算出A藝術品業者顧客權益為21,920,064元，最後依據顧客權益結果，計算出其行銷報酬率為16%。

關鍵字

顧客終身價值 ； 顧客權益 ； 行銷投資報酬率 ； 藝術品產業

並列摘要

In recent years, the calculation of Customer Lifetime Value has been emphasized on several service industries, although researches on this topic just started since 1990s. However, lifetime customer value model has not been applied to the arts industry and that is why this study focuses on the import of arts firms. This study compares the gaps between the existing theory and practice of arts in order to identify the different driving factors affecting customer retention, and then determine results derived from six factors, and then calculate each customer retention probability by using the driving factors, and then import the Markov chain calculation for each future customer probability retained, and then amend this study into customer lifetime value model, and then develop a customer equity model; and finally figure out the corporate marketing return on investment rate. The preliminary results of questionnaires indicated that the individual customer lifelong value of A arts industries was calculated to be $21,920,064, and its average life value for each customer was $43,640. At the same time, the customer equity of A arts firm was also calculated; while the marketing return rate of 16% was found out based on the t customer interest in the results.

並列關鍵字

Customer Lifetime Value ； Customer Equity ； Marketing ROI ； Arts Industries

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