Enterprise Customer Value Based On The K-means Clustering Analysis

With the information age and the advent of economic globalization, dramatic increase in the amount of information, the competition among enterprises become increasingly fierce. How to win in such a fierce competition of the market , how to effectively retain customers,reduce customer churn? these questions are most concerned about for the large number of companies. The competition among enterprises has gradually evolved into a competition for customers. Today, the slogan that the customer is God is seen everywhere. How to win more loyal customers becomes a holy goal of business. Under this circumstance, it is of some significance to study and explore the issue of Customer Value Analysis based on K-means cluster.The thesis in-depth studies and analyzes of customer value theory, as well as discussion of their predecessors on the customer value assessment and classification model, points out that the lack of them by matching the strengths and weaknesses of them. puts forward a new model of customer value based on K-means cluster by the introduction of data mining techniques. and makes "AHP" as the method of index weight analysis, it provide protection for the enterprise by identifying the value customers and making to personalized marketing to attract customers. Finally, points out the method of instructing the enterprise by using the model. And better carry out CRM, and assist enterprises to improve the overall competitiveness of enterprises.The thesis involves the following aspects to research and explore:(1) have introduced the related theories of the customer value. have described respectively CRM,Data Mining,customer value analysis theory in details.(2) pointing out the necessity for customer value analysis, emphasis on the customer value of the traditional classification methods, and pointing out its shortcomings, afterward, designing a new model of customer value classification based on K-means cluster by the introduction of data mining clustering.(3) building customer value evaluation system, using"AHP"analyze the index weight, afterward, using K-means cluster to differentiate customer value analysis, classifying for customer. and describing the various types of customer's marketing strategy(4) describing the important Significance of the value model to enterprises, describing the importance of the customer value. mainly involving in the implementation of enterprise CRM and enterprise competitiveness enhancement. As well as strategies for enhancing customer value highlighted.