基于数据挖掘方法的中小型企业客户细分的案例研究

Study of customer segmentation cases of medium or small commercial wholesale enterprise based on DM

以中小型商业批发企业为例,基于企业的日常销售数据结合数据挖掘的方法,设计了一种反映客户价值与客户关系质量的客户细分模型,并进行了实际的挖掘。目的是探讨在中小型企业不能提供完备数据的情况下,进行客户细分方法的可行性及有效性。通过分析研究可以看到,只要设计出合理的细分模型仍然可以实现客户细分。

This paper aims at the case of medium or small commercial wholesale enterprise, Based on the dealing data of some enterprises dealing with wholesale business, by data mining this paper has designed a customer segmentation model which can reflect the value and quality of customer relations, and it has conducted practical data mining, aiming at discussing the feasibility and effectiveness of customer segmentation provided that the enterprise cant offer complete data. This paper has proved that customer segmentation can be realized as long as a proper segmentation model is designed.