The Study Base On 4R Oriented Group-Customer Precision Marketing

Along with the leading of nation policy, the impelling of industry revolution, the culturing of market environment and the increasing of information-based demand of group-customers, the group-customers market become to be the new focus that the operators contend. However, the marketing of group-customers is still on the elementary step. The lack of control and analysis to the market information,actualizing rough subdivision to the market,deviating the demand of group production design,the lack of identifying of group-customers,shortage of relationship marketing and so on, these is the main problems that group-customers marketing. Under this background, basing on the demand of group-customers marketing and the characteristic of group-customers, This dissertation introduces the 4R marketing theory as the whole idea of group-customers marketing, and uses the methods of fine marketing, to research and explore 4R oriented group-customers precision marketing.4R oriented group-customers precision marketing include four parts:The first part: "Reaction" oriented group-customers precision marketing. Basing on the group-customers data warehouse and using the demand of operations consumption as the dimensionality, apply datamining technology to found the model of group-customers segmentation. Through segmentation to abstract the character of group-customers demand, then design group product. The design of group product includes two process: one is the design of develop flow of group product, the other is the design of group operation package. Both of them are basing on the group-customers segmentation. Digging the customers demand deeply, in order to master the diversity of demand in different customer groups. It will be the key factor that production design and operation package design.The second part: "Reward" oriented group-customers precision marketing. Through create the evaluation index system and calculation model of group-customers value, to evaluate the group-customers value. Consequently, identify every group-customer value exactly. Then use customers value as the dimensionality, create a value segmentation matrix model to segment group-customers, to supply the foundation to customer relationship management and group-customers marketing.The third part: "Relationship" oriented group-customers precision marketing. Basing on customer value segmentation and according to the relationship marketing theory, build a group-customers relationship marketing system include that diverse services system of group-customers,accumulated points plan system of group-customers and diverse communication service guarantee. The purpose is that through supplies diverse marketing strategy to group-customers of different value to achieve: keep high value customer, develop moderate value customer, retrench low value customer.The fourth part: "Relevance" oriented group-customers precision marketing. Relevance root in production relevance,customer relevance and system relevance. And these can be achieved in virtue of customer segmentation process,product design process and relationship marketing process. This course and idea express adequately by relevance triangle model. Once achieving the system relevance finally, the operator and group-customers will become reliant whole and both will walk to "win-win" on the value chain.All in all, the dissertation uses precision marketing as the methodology and 4R marketing as the whole idea, to create the whole flow of 4R oriented group-customers precision marketing. It achieves whole flow management and control for group-customers precision marketing and changes the rough marketing currently. Under the new background, it can help operator to enhance the marketing capability and competitive power in group-customers market, to achieve the persistent development.