Database Marketing Effect Appraisal Research On Customer Lifetime Value

With the marketing competition becoming ever ferocious,customer demands is becoming the focus of enterprises, thus ways to lure more new customers and keep old ones turns into the theme of enterprise marketing. As an efficient and convenient marketing mode, database marketing is finding application in more and more enterprises. Since the effect of marketing would impact on the input-output ratio of the enterprises, the assessment of marketing effectiveness has been put on the agenda. Based on customer lifetime value of marketing database to determine the effect of the evaluation system so as to the theoretical basis for fuzzy math, fuzzy comprehensive evaluation of the use of secondary theory, build a secondary fuzzy comprehensive evaluation model, the adoption of the final composite computing has been the single factor evaluation As a result, while these factors and the evaluation of the weight vector matrix composite computing, the resultant effect of the enterprise database marketing results. Finally, select the customer information of a supermarket in the previous chapter of the positive test model, and summed up the research papers, articles made of innovation, identify problems and shortcomings, as well as the future direction for further research.