方法对比
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| 支付意愿估算× | 客户终身价值× | |
|---|---|---|
| 领域 | 市场营销 | 市场营销 |
| 方法族 | Process / pipeline | Process / pipeline |
| 起源年份≠ | 1998 | 1996 |
| 提出者≠ | Klaus Wertenbroch and Bernd Skiera | Robert Blattberg and John Deighton |
| 类型≠ | Price research methodology | Financial modeling methodology |
| 开创性文献≠ | Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469. link ↗ | Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191 |
| 别名 | Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation | CLV, LTV, Customer Value |
| 相关 | 5 | 5 |
| 摘要≠ | Willingness-to-Pay (WTP) estimation encompasses methods for quantifying the maximum price consumers are willing to pay for a product, service, or feature. Developed through advances in marketing research and behavioral economics, WTP estimation helps organizations set optimal prices, allocate marketing budgets, value product features, and understand customer value perception. | Customer Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer. |
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