客户细分方法研究综述

A Summarization of Customer Segmentation Methods

本文研究以客户为导向的各种细分方法。首先简要描述了各种细分方法在细分维度、细分依据以及与细分目标的关联性这三个方面所表现出来的特点,同时比较了它们之间的差异;其次以维度和细分技术为主要内容对四种主要的细分方法进行了详细的叙述:人口统计细分、生活方式细分侧重维度内涵的变迁,而行为细分和利益细分则侧重细分技术的发展,尤其是利益细分;最后在结束语部分指出了现有细分方法的不足和发展方向。

All segmentation methods in the article are customer-oriented. Firsdy, the characteristics of different methods were described in terms of segmentation dimensions, rationales and the relationship to the purposes of segmentation, and differences were represented simultaneously; secondly, focusing on the meanings of dimensions and segmentation techniques, four important methods were expounded in detail, the transformation of meanings emphasized in demographics segmentation and lifestyle segmentation, the development of techniques in behavior segmentation and benefit segmentation ; lastly, the defects and the corresponding measures for improvement were pointed out.