Study On Marketing Strategy Of Power Supply Enterprise Based On Customer Segmentation

This Paper based on differential marketing strategy of the power supply enterprise under customer segmentation, subdivided in different client group of the power supply enterprise, using statistics and multi-dimensional cluster analysis; Identify the basic characteristics and different demand of different client group, and formulating specific differential marketing service strategy. Firstly, the paper analysis the basic characteristics, screening and recognition of important client in theory, studying the basic connotation, basic dimensions and technical methods of electric power customer segment; research the macro environment and the competitive environment that the power supply enterprise faced. Secondly, it carries out the subdivision in customer group of H power supply enterprise, combined with practical statistical data. Based on Pareto’s Law, searching the major important client group, and the paper uses administrative region, industry standards, superior power, credit rating and power consumption growth rate as a subdivision dimension to analyze the distribution characteristics and laws of the large customer in each dimension; Finally, researching on the important client segmentation and its differential marketing strategy. It designs the value evaluation index system of power supply enterprise important customer, the important client is identified and classified using multi-dimensional cluster method and customer segmentation theory, it makes differentiated marketing services menu based on the result of customer segmentation, and design the necessary organizational, process and information security measures for refined marketing work of the important client. In this paper, identification and selection of the important client is an important prerequisite for refined marketing; menu of differential marketing services is the core of the refined the important client marketing; organization, processes and information support is the system guarantee of the refined the important client marketing.