Customer Lifetime Value Promotion Strategy Analysis Based on System Dynamics model

摘要

Customer lifetime value (CLV) is the core content of customer relationship management. With the increasingly fierce market competition, more and more enterprises realize the importance of maintaining long-term strategic partnership with customers. In this paper, we established a system dynamics model of CLV and use SF Company as an example. The model simulation results showed that the intensity of competition, price levels and investment levels all affect CLV. Reducing the intensity of competition can increase the CLV. More investment will raise service quality and then promote CLV. Reducing the price level increases CLV in the short term. However, in the long run, less income leads to less profit and less investment which can decrease CLV.