Study On Customer Segmentation And Customer Management Strategy Of Distributor Based On Customer Value

Relationship marketing requires maintaining the long-term customer relation, emphasizing customer value, customer service and commitment to the expectation of customer satisfaction. With the increasingly tough competition, the enterprises turn their focus from market share to customer share and customers become the key strategy resource of enterprise's development. Customer value becomes the foundation both for the relationship management and marketing strategy planning.Based on the theories and methods of industry organizational economy, strategy management and marketing management and literature review on the relevant resources, the paper studies the distributors' customer value analysis, value-based customer segmentation and resource allocation strategy. The major research includes the following four aspects:â‘ . There are differences between distributors' customer value creating and end customers' customer value creating, in addition the driven forces are rather different. In terms of customer value, distributors' customer value consists of strategic customer value and profit customer value. Therefore, the corresponding analysis should be conducted from two levels.In terms of the driving forces of customer value, distributors' customer value is affected by distributors' capacity and regional market's scale and its competition status.â‘¡ The distributors' customer value consists of current value and potential value. The current value calculating distributes cost items to the customer level with ABC cost method's help; the potential value is determined by distributors' potential value capacity space and potential value market space.Distributor's potential value capacity is determined by resource capacity scale, which is reflected by distributors' financing scale, network status, and marketing force. Index which reflect the distributors' unit resource capacity value creating are got by connecting the overall resource capacity scale and its realized customer value; VCS can be got by comparing all the distributors' unit resource capacity value creating index of the enterprise. The index show how much is the space of the distributors' resource capacity creating can increase customer value, comparing to average level, VCS<100% illustrates the space which this distributor use current resource capacity creating to increase customer value is relatively little, while VCS>100% illustrates the space which this distributor use current resource capacity creating to increase customer value is relatively much.Distributors' potential value market space represents that AMS which is relying on regional market scale developing to realize customer value increasing and RMS which is relying on regional market share increasing to realize customer value increasing. AMS<100% means this regional market developing has relatively been mature, the space of market scale developing is relatively little, accordingly the space of using market scale developing to create customer value increasing is little. AMS>100% means this regional market is underdeveloped, the space of market scale developing is relatively much; RMS<100% means this regional market share has reached a relatively high degree, the space of increasing customer value through taking more market share is little, RMS>100% means the distributors' market share in this regional market is relatively low, and the space of increasing the distributors' customer value through increasing market share is relatively much.A three-dimension cube model which can analyze the customers' current value, potential value market space and customer potential value capacity space is made to segment the customers based on customer value analysis.Based on the cube model, the regional market can be divided into mature market and developing market, the customers can be segmented into eight different kinds, and the differences between its current value, potential value market space and potential value capacity space can be used to decide the basic customer relation manage...