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Market Segmentation Analysis Based on Customer Value

Author: LvHongYan
Tutor: LinSheng
School: Tianjin University
Course: Industrial Engineering
Keywords: Market segmentation Customer Value Customer Relationship Management Reputation value Clustering algorithm
CLC: F274
Type: Master's thesis
Year: 2007
Downloads: 534
Quote: 4
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Abstract


Since the theory of self - marketing and customer relationship management theory , both concept and methods have undergone great changes , many theories have been used in guiding business practice . The companies have \The customer is the basis of the survival and development of enterprises , accurate identification of the customer value of existing customer relationship management there is no effective method . Subdivide the customer premise customer relationship management , effective market segmentation can help accurately identify valuable to a business customer base , which is targeted to develop marketing strategies . The first market segmentation theory elaborated segmentation variables for market segmentation theory and existing customer value - based segmentation method leads to use variables and methods . Secondly, the study by the theory of customer relationship management customer value theory come to the definition of customer value , on the basis of considering the value of customer reputation , easy to operate individual customer value . Finally, the case of Shandong telecommunications company M to segment customers . The subdivision method using improved K-means algorithm based on fuzzy variable segments relative weights , so that the breakdown of the results to help guide the formulation of marketing strategy .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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