Research On Customer Value Analysis Of A Steel Trading Company Based On Cluster Analysis

Steel trading companies are the "lifeline" of the steel industry.With the development of economy and science and technology,the traditional steel trading industry has become increasingly competitive in the market,and the organization and management methods of companies have become increasingly complex in order to adapt to the market.In recent years,under the impact of the Internet,traditional steel trading companies have become more and more transparent in their information.Traditional offline transactions based on price differences have become more and more difficult,profits have gradually reduced,and the homogeneity competition among companies has become more serious,which has led to the survival of companies.Facing many difficulties with development.The company’s traditional business management model can no longer meet the needs of its rapid development.In the age of industrial Internet,steel trading companies want to continue to survive,and the original extensive customer management methods must be changed to increase the importance of customer value management and integrate information.To achieve continuous growth in corporate profits,we will adopt targeted measures based on the company’s own characteristics,and continue to tap customer value.The steel trade industry is now in a critical period of informatization transformation of the steel industry.Company A is also actively carrying out a comprehensive strategic layout of informatization,and strives to use the power of information transformation to transform the company from a traditional steel trade enterprise into an all-round A regional intelligent digital steel supply chain platform.But are the resources that a company has unlimited?In order to maximize the company’s profits,it is necessary to invest the limited company resources in high-value customer groups and continuously transform high-value customers to ensure the normal development of the company.After reviewing and sorting out relevant theories about customer value at home and abroad,this article first analyzes the status quo of customer value management of company A,and finds that companyA’s customer value management has extensive customer value management,business philosophy has certain limitations,and customer value management.The value identification and classification are not clear,and the causes of the problems are analyzed:insufficient customer relationship management understanding,lack of business philosophy,imperfect customer value analysis system,and the necessity of establishing a customer value evaluation system for company A.Secondly,we learned from the widely recognized customer current value and potential value indicator evaluation system,combined with the company’s current situation,selected 14 indicators for customer comprehensive value evaluation,and talked with company A’s executives,relevant department heads and experts,and used AHP analysis The method determines the weight of each index,and establishes a customer value analysis model based on A company.Then extracted 50 sample customer data from the enterprise information system,calculate customer value and group customers by K-means cluster analysis,and substituted the data into the customer value evaluation system to verify the effectiveness of the customer value evaluation system,communicate with company A for results that differ from the company,and confirm the cause of the abnormal results It also provides suggestions for the iterative update of the evaluation system.Thirdly,according to the constructed customer value evaluation results,the customer sample is divided into core customers,important customers,potential customers,and low-value customers.According to the different characteristics of each customer group,the customer value is put forward in a targeted manner.Marketing strategy,under the premise of limited resources of the company,guarantee the interests of core customers,and at the same time strive to increase the value of important customers and potential customers,transform to core customers,in order to achieve precision marketing.Finally,in order to ensure the effective operation of the customer value evaluation system,it is recommended that A company establish an effective supervision mechanism to ensure the smooth implementation and continuous improvement of the customer value evaluation system.It is hoped that the research in this article will be helpful for Company A to transforminto a customer-centric and market-leading development concept,and provide a reference for other similar traditional steel trading companies in their customer value management and marketing strategy formulation.