Study On Method Of Identifying Target Customer In B2C Relationship Marketing

Identifying target customer is the premise of carrying out the marketing strategy. The method of identifying target customer must have a new angle of view, adopting relationship paradigm in customer market. The method of identifying target customer in business to customer (B2C) relationship marketing is offered generally first. The two major characteristics of target customer in B2C relationship marketing, or the customer has the desire to establish relationship with the enterprise and can contribute high value to it, are inferred on the basis of analyzing the driving force of identifying target customer in relationship marketing paradigm. At the same token, the proposition that both of the desire to establish relationship with the enterprise and value contribution are decision-making variables to identify target customer in B2C relationship marketing can be concluded. The desire to establish relationship is represented by customer satisfaction degree, while value contribution, or Customer Lifetime Value (CLV) is made up of Customer Lifetime Economic Value (CLEV) and Customer Relationship Value (CRV). Therefore, target customer can be identified through two-layer method: First the customer who is the most likely to establish relationship with the enterprise is identified through customer satisfaction degree. And then the final target customer is identified on the basis of working out customer's value contribution of the first-layer target customer. The method of identifying each layer target customer is discussed in detail after knowing the general identifying method. The first-layer target customer is identified by this means that customer satisfaction degree is worked out through customer satisfaction evaluation model deuced by fuzzy synthesis evaluation method. The model is proved to be true in terms of reflecting customer satisfaction degree through practical research. Working out customer's value contribution is the premise of identifying the final target customer. In the process of calculating CLEV, the dynamic viewpoint is adopted. Membership function and value function of each stage of customer lifetime are formulated. The condition matrix, representing the stages in which customer will stay, is depicted by means of stochastic process. So the time of customer's staying at each stage can be worked out through the condition matrix. At length, CLEV model is constructed. CRV model is deduced form Networking Potential and Learning Potential respectively. At last the final target customer that the strategies of relationship marketing will be carried on is identified through CLEV as the major decision-making variable and CRV as the secondary decision-making variable respectively. Finally the strategies carried on the target customers who are identified by the major decision-making variable are mainly discussed. The corresponding strategies are formulated according to customer's behavior loyalty measured by the purchasing frequency and the ratio of band conversion, which can reflect customer's loyalty and segment customer once again.