中文摘要：

以真维斯国际（香港）有限公司为对象进行顾客交叉购买价值的实例研究,以关系营销理论和预测技术为理论背景,结合该公司的关系营销特点,构建了顾客交叉购买价值计量的定量模型,并给出了模型中主要参数的确定方法.用该公司的历史数据对交叉购买概率和交叉购买量2个参数进行了检验,得出模型整体效果较好.对企业合理分配营销资源,提高CRM效率有一定的参考价值和指导意义.

英文摘要：

Focused on a casual wear enterprise：Jeans West（International） Hong Kong Ltd,a case study of customer cross-purchasing value measurement is given.The cross-purchase value measurement model and the empirical testing methods of main parameters were tested in this study,and one customer cross-purchase value was calculated according to the model.The results provide an approach to upgrade CRM management level of the enterprises.