The customer life-long value is the key factor to survey the customer relationship management plan to be successful or not, its influencing factor is very complex, and many factors' influence hasn't very good quantification means at present. In this paper, the customer life-long value's composition was analyzed, the influencing factor and the computational method of the customer life-long value was analyzed, too. Then the customer life-long value model based on customer expenditure assignment was researched. This model can manifest the influence to the customer life-long value effectively that the change of enterprise to the customer's retention rate, the customer's purchase transformation variation and the market competition environmental variation have done. Because the customer's purchase transformation change conformed the request of the Markov chain about the non after effect's supposition, it is proposed that the flowing customer percentage was forecasted with the Markov forecast model. Combining with the case, the quantitative analysis was made on the influence of customer's expenditure assignment to the customer life-long value.
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