Research On Customer Evaluation And Segmentation Based On Effectiveness Of Marketing Investment

Customer resource has become the most important business asset. In the new competitive environment, a rich customer resource and reasonable customer management have become important competitive advantages. Since the introduction of customer segmentation began, customer segmentation practices have been widely used. However, the reality shows that the effectiveness of customer relationship management practice is obviously insufficient, On the contrary, it to some extent impacts maintaintion of enterprise customer relationships. To solve this problem, based on customer relation theory, customer relationship value theory and other related theories, taking customer evaluation and customer segmentation as research objects, the thesis analyzes the current customer segmentation, and proposes a customer segmentation method based on effectiveness of marketing investment. Ultimately, the thesis also puts forward marketing investment strategies for each customer groups. In the course of the study, this thesis uses literature review method, radar evaluation method, AHP, fuzzy evaluation method and other research tools and methods. By taking risk management theory into customer evaluation, the thesis also builds a customer evaluation index system and identifies segmentation dimensions.Firstly, the thesis uses the literature review method to take a retrospective analysis and obtaines shortcomings in the present studies. Studies have shown that a reasonable customer segmentation method should be a dynamic distinction and relative distinction simultaneously. This is the precondition of the thesis.Secondly, based on investment theory, the thesis uses some indicators such as investment returns, risk factors to analyzes the relevance between customer segmentation and marketing investment. Studies have shown that the effectiveness of marketing investment depends on an reasonable customer segmentation. According to the correlation between effectiveness of marketing investment and customer segmentation,and giving the characteristics of customer equity, the thesis builds a customer evaluation index system involving profitability indexs, risk indicators and growth indices.Thirdly, On the basis of the existing research, the thesis quantifies the indicators in the customer evaluation index system. Especially, in the quantitative indicator of profitability, the thesis introduces the concept of relation strength and determines the probability of different states using AHP and fuzzy evaluation method. Ultimately the thesis improves quantified formula of customer assets.Finally, by analysising the effectiveness of marketing investment and evaluation indexs,the thesis proposes a customer segmentation which takes investment income, risk and growth of customer equity as the dimensions. The thesis also puts forward some related marketing investment strategies aiming at eight customer groups.