釋放顧客終身價值的潛能：全面性的回顧與應用框架

Unleashing the Potential of Customer Lifetime Value: A Comprehensive Review and Application Framework

當代行銷管理強調以顧客為中心和以價值為導向的思維模式，該方法的核心概念是顧客終身價值（CLV）。顧客終身價值為整體的顧客價值管理和行銷決策提供重要的數據依據，但過去文獻鮮少能對於各種情境提供具通則性見解。本研究的目標即是對顧客終身價值的相關文獻進行系統性梳理，整合CLV話題的發展脈絡與不同影響層面，最終為數據驅動的顧客終身價值計畫制定一個典型的應用流程，並將此一流程以三種不同性質的個案來演示。本研究展示如何運用顧客終身價值連結顧客區隔、選擇與行銷策略，確立顧客區隔與選擇在顧客終身價值策略中的重要位置。在理論方面填補顧客終身價值與行銷策略框架對話的文獻缺口。實踐意義方面將有助於公司高層、行銷人員與非技術研究人員更好地了解顧客終身價值應用於行銷的工作原理，並從中提取策略意涵為企業創造價值。

Customer centricity and value orientation are central themes in marketing, and customer lifetime value (CLV) has emerged as a core concept related to these themes. CLV provides crucial data for overall customer value management and marketing decision-making. However, the extant literature offers few generalizable insights that can be applied across diverse contexts. The main goals of this research are to systematically review the extant literature regarding CLV, integrate developmental contexts and multiple influential factors related to CLV, and construct a typical application process for data-driven CLV planning. To achieve these goals, we implement a specific process in three distinct cases. This study demonstrates the effective use of CLV in connecting customer segmentation, selection, and marketing strategies and thus establishes the importance of customer segmentation and selection in the formulation of CLV strategies. The theoretical contribution of this study is its bridging of the gap in the extant literature by combining CLV with marketing strategy frameworks. From a practical perspective, this research could help senior executives, marketing personnel, and nontechnical researchers gain a deeper understanding of the underlying principles of CLV as applied to marketing. Finally, this research could enable them to extract strategic implications that foster value creation for enterprises.