基于客户价值的卷烟零售客户分类研究与应用

Research and Application of Cigarette Retail Customer Classification Based on Customer Value

本文从当前价值和潜在价值两方面设计综合测度烟草公司卷烟零售客户价值的指标体系。基于L市2017年、2018年零售客户基础数据和营销数据,测度零售客户的当前价值和潜在价值。采用k-means方法对零售客户进行聚类,聚类结果符合“二八”原理,为烟草公司实施精准营销、客户经理职业化等工作提供更加细致地客户细分依据。

In order to measure the value of tobacco retail customers in tobacco companies,a comprehensive index system is designed,which based on the current value and potential value of tobacco retail customers.According to the basic retail customer data and marketing data of L city in 2017 and 2018,the current and potential value of each retail customer is measured.Then the k-means method is used to cluster tobacco retail customers.The clustering results conform to the principle of 28,and provide more detailed customer segmentation basis for tobacco companies to implement precision marketing and customer manager professionalization.