A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry

Document Type : Research Paper


1 Department of Industrial Management, Faculty of Economics and Management, University of Mazandaran, Mazandaran, Iran

2 Department of Industrial Management, Faculty of Management, University of Tehran, Tehran, Iran

3 Department of Industrial Engineering, Amirkabir University of Technology, Tehran, Iran

4 Department of Industrial Engineering, University of Science and Culture, Tehran, Iran


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.


Main Subjects

Article Title [فارسی]

ارائه یک چارچوب مفهومی جهت اولویت‌بندی استراتژی‌های بازاریابی برمبنای ارزش دوره عمر مشتری - مطالعه موردی صنعت ارتباطات سیار

Authors [فارسی]

  • یاسر نعمتی 1
  • علی محقر 2
  • محمد حسین علوی دوست 3
  • حسین بابازاده 4
1 گروه مدیریت صنعتی، دانشکده مدیریت و علوم اقتصاد، دانشگاه مازندران، مازندران، ایران
2 گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 دپارتمان مهندسی صنایع، دانشگاه صنعتی امیرکبیر، تهران، ایران
4 دپارتمان مهندسی صنایع، دانشگاه علم و فرهنگ، تهران، ایران
Abstract [فارسی]

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.

Keywords [فارسی]

  • مدیریت ارتباط با مشتریان
  • ارزش دوره عمر مشتری
  • خوشه بندی مشتریان
  • میانگین c فازی
  • تاپسیس فازی
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