Customer Classification Research Of B2C Company

Driven by the Information Technology, E-commerce which is regarded as the absolutely new business model has developed rapidly in recent years. However, customers can not only obtain the business information increasingly convenient and easy, but also lower conversion costs drastically in the new business model. As a result, they will be likely to become the consumers of the competitors. Given the situation, it is the companies’primary focus of competition and management task that they must compete for customers especially for the customers of the great value. The main research of the thesis contains the following three aspects:First, the thesis established the index system of the customer classification of the B2C companies. In the beginning, the thesis explained the concept of the B2C (Business to Consumer), then introduced and analyzed the main characters, current development of the industry, competition situation and development trend of B2C. According to the research of the previous scholars who included Verhoef, Donker and Mingliang Chen and so on, the thesis also referred to both the indicators of customer classification in the mainstream B2C companies and the characters of the customers of B2C, then used the theory of the CRM and Consumer Behavior to establish the3-level index system of the customer classification of the B2C company based on the customer value.Second, the thesis came up with the implementation steps of customer classification of B2C companies. Currently, the customer classification methods are usually divided into two types:the one is traditional customer classification which based on the population, geography, psychology and behavior, together with naive bayesian classification, genetic algorithm and fuzzy algorithm. The other is cluster analysis of data mining technology. According to the characters of customers of the B2C companies, the thesis came up with the two-step procedures of the customer classification of B2C companies. First, the company should determine the classification indicators dependent upon the purpose of the classification. Second, according to the application conditions of methods, the collection of data, the company determines the final customer classification method.Finally, the thesis used the above research production to do application research. In order to prove the above theory true, the author applied the above research production to a typical B2C company. The research shows that the research production has some reference value.