由于市场竞争日趋激烈，加之“互联网+”时代的来临，顾客获取信息能力大幅加强且转移成本降低，使得顾客在供应商间的转移愈加容易和普遍，同时，大数据背景下企业拥有的顾客数据也愈发丰富。因此，如何利用已掌握的顾客信息减缓顾客流失，并以顾客第二生命周期价值最大化为目标实施顾客赢回管理，成为学术界和企业界亟待解决的问题。.本项目将在顾客流失与赢回背景下开展跨顾客生命周期的研究。首先，在第一生命周期顾客关系界定与测量的基础上，对顾客流失与赢回过程中已有顾客关系的双面效应（缓冲与增强效应）及边界条件进行研究；其次，以顾客第二生命周期价值最大化为导向研究第一生命周期顾客关系对顾客第二生命周期行为的影响；最终通过策略实验实现赢回策略的优化设计。项目还将应用研究结论为企业的全生命周期顾客关系管理提出操作性的策略和建议。研究不仅能够为企业的顾客赢回管理提供理论和方法上的帮助，还将深化和丰富顾客关系管理的相关理论。

With the introduction of "internet plus", the widespread of new technology applications have significantly improved customers' abilities to obtain information and reduced their switching costs. These changes also lead to more frequent brand-switching behaviors. Therefore, it is important to investigate how to leverage existing customer information in order to reduce customer defection, and how to implement customer win-back programs with the aim of maximizing second lifetime value (SLTV) of customers. .This project will research the following questions across different lifetimes of customers in the context of customer defection and win-back. First, based on the clarification of the dimensions and measurements of customer relationship in the first lifetime, the research will explore the buffering and amplifying effects of customer relationship in the first lifetime in the process of customer defection and win-back, and the boundary between buffering effect and amplifying effect. Second, this project will study the effect of customer relationship in the first lifetime on second-lifetime customer behaviors based on maximizing SLTV, and use policy experiments to optimize the win-back strategy. It will provide practical insights on customer relationship management based on customer full lifetimes. It will also develop theoretical and methodical implications not only for customer win-back programs, but also for relationship marketing management.