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论文编号：	1368
作者编号：	2120052004
上传时间：	2010/4/28 10:32:53
中文题目：	基于客户价值与客户利益的客户细分研究
英文题目：	Customer lifetime value, Customer value, Customer benefit , Customer segmentation
指导老师：	刘立雁
中文关键字：	客户生命周期价值；客户价值；客户利益；客户细分
英文关键字：	Customer lifetime value, Customer value, Customer benefit , Customer segmentation
中文摘要：	客户细分(Customer Segmentation)是指按照一定的标准将企业的现有客户划分为不同的客户群。通过客户细分，公司可以更好地识别客户群体，区别对待不同的客户，采取不同的客户保持策略，达到最优化配置客户资源的目的。 传统客户细分的依据是客户的统计学特征(如客户的规模、经营业绩、客户信誉等)或购买行为特征(如购买量、购买的产品类型结构、购买频率等)。这些特征变量有助于预测客户未来的购买行为，这种划分是理解客户群的一个良好开端，但还远远不能适应客户关系管理的需要。而目前已有的客户价值评价体系还不够完善，实际进行评价的指标只涉及从公司角度的客户价值，而客户利益细分方法具有广泛的包容性，并且是从另外一个角度即客户自身来进行分析。尽管对生活方式维度的研究也受到了很多关注，但是因其自身概念内涵的限制，从后来的研究进展来看，生活方式最终也和人口统计、行为一样仅仅成为利益维度的一个方面。因此，可以说客户利益细分在一定程度上为研究者提供了研究客户细分的方法论，无论在理论上还是实践上都具有一定的价值。而将客户利益细分和客户价值细分进行结合，有利于从更全面的角度对客户进行评价，有利于建立更加合理有效的客户评价指标体系。 本文研究的内容正是基于这一出发点，将客户价值和客户利益两个方面进行整合，并建立现实可行的客户细分指标体系，研究的目的就是要提出一种能够全面衡量客户价值与客户利益的细分方法，为企业选择客户保持策略和资源配置方案提供科学的依据。
英文摘要：	Customer segmentation is about distributing the current customers into several different customer clusters, according to some definite standards. Through customer segmentation, the corporations can recognize their special customers and so treat them in different ways. Then they can adopt different customer retaining tactics, and so it is propitious to collocate the customers’ resource in best ways. The traditional gist of customer segmentation is something about statistic characters (ex. customer scale, management achievement, customer credit), or something about purchasing action characters(ex. purchase quantity, purchase product structure, purchase frequency and so on). These character variables are good for forecasting the future purchase action of the customers. This kind of cluster method is a good start to understand customer distributions better, but it’s far from accommodating the need of CRM. At present, the system of customer value estimate is not consummate. The actual indexes for estimating refer to the customer value from the dimension of corporations. At the same time, the method of customer benefit distribution has comprehensive ability of containing in dimensionality intension, as well as the use in technology. Though the research on life style dimensionality attains great attention, it is only one dimension of customer benefit research as we have attention to the research development, because of the limitation of its concept intention. So, we can say that customer benefit segmentation offers a kind of methodology for the researchers in somewhat and it has great value in theory as well as in practice. This paper is according to what is mentioned upward, and conforms customer value and customer benefit, then it builds up a feasible customer segmentation index style. The purpose of this paper is to bring forward a kind of segmentation method, which is able to weigh customer value and customer benefit. So that we can offer scientific gist，for the corporations to choose customer and the resource collocation tactics.
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