顾客细分模型及实证研究

The model of customer segmentation and empirical research

本文从顾客忠诚和顾客价值这两个维度建立顾客细分模型。该模型既从顾客角度出发,考虑到不同顾客的差异化需求;又从企业角度出发,充分考虑到了企业资源配置与收益相匹配的原则。并且,本文还通过实证的方法来对通信行业的顾客群体进行细分,将其顾客分为四类,为企业制定有效的营销策略提供依据。

This paper introduces a model of customer segmentation from two dimensions, customer value and customer loyalty. Not only considering the different customers＇ distinctive needs, but sufficiently considering the principle that the profit of enterprise should match the resource. Moreover, according to the empirical research, the paper contributes to the effective marketing strategies by segmenting the customers of telecom industry into four classes.