基于购买行为的客户细分方法比较研究

Comparative Research of Solutions for the Customer Segmentation Based on the Purchase Behavior

客户保持能有效的提高企业的盈利能力,但客户保持的目标不是追求零流失,而是管理客户的流失率和最大化客户资产。客户细分是实施客户保持的第一步,根据不同的细分客户群对企业的利润贡献,开展有针对性的营销战略/策略,对基于客户购买行为的客户细分方法作了比较研究。

Customer retention can effectively improve the profitability of corporations, but the goal of customer retention management is not striving for zero defections. Instead, firms should focus on managing their retention rate and optimizing customer equity. The first step of implementing customer retention is to segment customer base and make specific marketing strategy/tactics according to the different profit contribution of each customer segment to the corporation. This paper makes a comparative research of solutions for the customer segmentation based on the purchase behavior.