Study On Differential Power Marketing Based On CLV And Customer Satisfaction Degree

Facing the increasingly fierce competition, electric power enterprises must adjust their marketing methods by means of implementing differentiated marketing for different types of customers. By this procedure, finite resources can be focused on serving the customs who are going to give them the highest return.The differential marketing is conducted on the basis of customer segmentation.Only when the customs classification is determined scientifically can they determine the direction of resource allocation and figuring out specific marketing plan.At present,research on customer segmentation and differential marketing have produced some achievements that mainly reflected in the customer segmentation method. After all, customer segmentation is the basis of differential marketing. But these researches basically study from one dimension that is the value of customers for electric power enterprises. In this case, the service quality electric power enterprises provide to customs is ignored.This paper introduced the concept of customer satisfaction into customer segmentation system and constructed two-dimensional model of customer segmentation, which layed a foundation for further formulating the differential marketing scheme.In this paper differential marketing that power company implements is regarded as the main subject investigated. In terms of basic customer subdivision theory and in connection with the existing state of customer management, customer subdivision theory based on customer satisfaction degree and CLV has been proposed, and then the customer satisfaction degree model and customer life cycle value model of the power company have been built respectively. Furthermore, questionnaires have been delivered and real data have been obtained to do case analysis. According to the result of case analysis, power customers have been subdivided, and then differential marketing program based on customer satisfaction degree and life cycle value has been put forward. This paper provides a useful exploration for enriching and perfecting differential marketing of the power company and some reference for the power company to implement differential marketing program.