Research On Measuring Method Of Two-sided Customer Relationship Value In Mobile Data Platform Companies

Mobile data platform connect Upstream and downstream users,form an organic entirety that contain platform,content suppliers and demanders.Mobile data platform has typical features of two-sided market,namely Internet externality,the two different types of participants on the platform trade through the middle platform,the benefit of one class of participating users through the platform is determined by the number of the other type of participators.Under the environment of high speed development of the mobile data platform enterprise,The users' consumption of the platform presents new features such as the long tail effect,the scene effect and so on,with these new features,there emerges a considerable number of new problems in customer relationship management,especially the measure method of customer relationship value that needs to be solved urgently.The traditional customer relationship value measure is mainly based on the unilateral customer relationship,concentrating on the utilitarian measure,mainly use deterministic static computing models but has Less consideration of dynamic measure of two-sided customer relationship value beyond different situations caused by non-economic factors.The purpose of this article is basing on the new problems of two-sided customer relationship management of mobile data platform enterprises,Put forward separately calculation and assignment method of static and dynamic measure index that different from bilateral customer relationship value measurement of single side platform and on this basis,forms a set of integrated templates for combining static and dynamic measures,gives a new method to measure the value of bilateral customer relationship in a reasonable way to support the reasonableness of the business decision making of the lifting platform.First,the article gives a review and analysis aiming at the evaluation theory of the existing two-sided market platform enterprises at home and abroad,customer relationship value and its measurement theory.Points out the shortcomings of the research,and clarifies the research problems.Based on this,defines the concept of two-sided customer relationship value,attributes and classifies the value and features of two-sided customer relationship,gives he measurement situation and the structure model of three layers and two segments of the value of two-sided customer relationship.Secondly,aiming at the problem of static measure,gives the value assignment method of relation based on the confidence rules and cases.Static measure refers to at a particular customer relationship scenario(Spatiotemporal node),through the selection,assignment and synthesis of customer relationship value index,complete the evaluation of customer relationship value under the situation.This method includes value flow assignment based on confidence rules,verification of value flow assignment results based on cases,value classification based on text mining.Matching real situations and confidence rules,using the confidence rules that are most consistent with the realistic situation to reasoning the value grade,and a casebased reasoning method is used to verify the effectiveness of the measurement results.This method assesses by confidence rules not depending on expert scoring and no special group of experts need to be set up,improves the objectivity of evaluation and Simplifies the evaluation process.Thirdly,on the problem of dynamic measure,the article elaborates the dynamic measure method of relation value in Scenario task planning situation under risk events and the dynamic measure method of relation value in Situational task situation under Indeterminate events.Dynamic measurement is under different customer relationship scenarios,by measuring the value change of customer relationship value indexes to make the evaluation of customer relationship value evolution under different measurement scenarios.On the methodology,starting from the unexpected events of each time node,on the basis of the goal planning of emergency management,analyse the impact of various emergencies on the value of twosided customer relations to complete the assignment of relation value index and the relationship value judgement of subsequent time node.This method embeds emergency planning in relationship value measure,taking full consideration of relationship value evolution in various event situations and Improving the dynamic analysis ability of the relationship value.Finally,s set of integrated measure templates for dynamic and static integration are designed.Taking into account the diversity and complexity of the two-sided customer relationship management in the platform enterprise,this article exploits an integrated measure template with dynamic and static integration and apply it to the two-sided customer relationship value measurement of the mobile data platform enterprises,then expound the basic principle of the relational value measure template from the perspective of theoretical analysis and practical operation.Thought an example of the relationship value analysis under the influence of a multi-periodic and multiple event,the rationality and validity of the relationship value measure template are explained.