Based On Precise Marketing Sue Smoke Customer Value Evaluation Research

With the development of network and information technology, great changes have been taken place in the corporate brand marketing environment. Under the macro background, the competition between the industrial companies becomes increasingly fierce and more and more homogeneous. At the same time, the consumers advocate stronger and stronger, the numbness for popularization services and desire for personalized products and services become more and more clear. The corporate brand marketing will inevitably encounter fierce challenges. Based on4C marketing theory, the Precision Marketing has been recognized by more and more companies. Precision Marketing stresses that the companies need more accurate, measurable and high ROI marketing communication, more communication plans which pay more attention to the results of operations and marketing and increasing focus on direct sales communication investment.This paper consists of six chapters. The first chapter introduces is the background, purpose and significance of the topic, as well as the writing framework. The second chapter, the theoretical basis of this paper, combines the correlation theories and the present research status. The third and the forth chapters are the body parts of this paper.The third chapter analyses the factors influencing the construction of the index system on the customer value which is based on precision marketing. Basing Gail’s customer value analysis model and Woodruffs customer value decision system for reference, the third chapter shows the factors influencing the construction of the index system and puts forward the index system on tobacco customer value. Based on clustering and AHP method, the fourth chapter determines the weight of the relevant factors, be adjusted index system, solve the quantization problem of the index value, and establish the comprehensive evaluation model of customer value of tobacco. The fifth chapter is the case application of the comprehensive evaluation model in Su tobacco brand. It draws the customer value of Su tobacco brand. Finally, there is a chapter about summary and expectation, which summarizes the research content and inadequacy of this text and put forward the next effort direction of Su cigarette brand Precision Marketing.