Market Segmentation Analysis Based On Customer Satisfaction And Customer Loyalty

Market segmentation is a very important conception of marketing. It is based on the theory of the heterogeneity of consumers'demand. It is very important for finding market opportunities, grasping consumption hotspots, guiding consumption trend and reaching profitable targets. Meanwhile, as far as the survival and development of enterprises are concerned, it also can't be ignored. How to implement market segmentation? And what kind of variables to chose as the segmentation dimensionality? These have important effect on the result of the segmentation. Since the customer relationship management theory has been put forward, people have more in-depth understanding of customers and the importance of customers. Customers are the source of enterprises'profit. In today's competitive society, those occupy market who occupy customer. Therefore, enterprises must exert themselves to satisfy the customers in order to get their loyalty. This paper effectively combines market segmentation with customer satisfaction and customer loyalty. And the market segmentation was done according to three dimensionalities of customer satisfaction, act loyalty and attitude loyalty. This paper also presents the measures corresponding to each category of market and is useful for enterprises to do customer segmentation effectively and target customers accurately.The main contents of the paper are as follows:1. The research background and the research status of home and abroad are introduced systematically. And then the significance of this paper is raised.2. The conceptions and theory of market segmentation are introduced systematically. The market segmentation variables and selection standards are elaborated.3. The related conceptions of customer satisfaction and customer loyalty are introduced systematically. The exponential models of customer satisfaction and customer loyalty are analyzed in detail. The improved models are raised, and the calculation methods of customer satisfaction and loyalty are discussed.4. Different variables are chosen to do qualitative market segmentation. Six effective segmentations are achieved by segmenting customer satisfaction, act loyalty and attitude loyalty. Customer keep strategies corresponding to each segmentation are raised according to practice. The correctness of the improved customer satisfaction and loyalty model and the effectivity of the market segmentation are proved by the practical research.5. The results of the study are summarized in the last part. The limitations of this study are pointed out and several referenced suggestions are given for further study.