Research On The Different Driven Factors Of Customer Equities Based On Customer Segmentation

The No.1 document of central government puts forward innovating the agricultural production and operation system, combined with Chinese conditions, pesticide enterprises will both face two kinds of main purchase subject of the small-scale dispersed farmers and large-scale new agricultural management entities in a very long period of time. China’s pesticide industry shared of only 5% in the international market, did not exist of leading enterprises with international competitive advantage, "2010-2020 pesticide industry policy", “pesticide industry “the Twelfth Five-Year” development Plan” set quantitative targets for the development of pesticide industry, pesticide enterprises will soon have a great policy reform, most of the pesticide enterprises will be mergers and acquisitions in the integration. Pesticide enterprises only grasp the market, establish their own competitive advantage, to emerge in the process of reform and integration. The focus of modern marketing system has transferred from products and enterprises of the traditional marketing to the customer level, the customer has been attached more and more importance, even as an asset of enterprises. In order to achieve sustained competitive advantage, enterprises need reasonably segment buying groups and then respectively find the key driving factors of customer assets, conduct targeted marketing, make the limited resources of the enterprise to obtain a better configuration, strive for the largest market share.First of all, simply introduce research background, research significance, research ideas. Review the literature from three aspects of the customer assets, customer segmentation, and new agricultural management entities. Finally introduce the consumer and organizational buying behavior related theory, mainly from the three aspects of comparison of organizational market and consumer market, the main factors of influencing the organizational buyers and consumer buying behavior and the purchase decision process.Secondly, introduces the research perspective of this paper, this research is carried out from the bidirectional combined perspective of customers and enterprises. Construct the pesticide market customer equity driving factors and value constitution model. Segment customer according to the RFM analysis method which is proposed by Hughes(1994), the pesticide market buyers can be divided into the small-scale dispersed farmers and large-scale new agricultural management entities. Then proposed the hypothesis based on the comparison analysis of consumer and organizational buying behavior.Finally, use SPSS17.0 factor rotation to sum up the new factor, carry on descriptive statistics analysis of the demographic variables and single factor variance analysis. Use AMOS17.0 structural equation analysis at the same time. Respectively analyze the impact of value equity, brand equity and relationship equity to customer equity. Small-scale dispersed farmers value driving effect is maximum, especially low toxicity and the effect of pest control; large-scale new agricultural management entities relationship driving effect is maximum, especially training, community building and visiting experience. And put forward corresponding perfecting suggestion, including grasping the direction of the pesticide market demand, technological innovation and technical services, and build a solid cooperation relations with new agricultural management entities, strengthen brand construction and marketing innovation, etc.This article analyzes the customer assets driving factors from the perspective of customer segments, which is an innovative research perspective. Different agricultural models, different planting structure, different buying groups, their purchasing psychology, behavior and habits will be different. Construct the pesticide market customer equity driving factors model, through the field survey, Introducing factor rotation and AMOS structural equation analysis. Respectively to find the key driving factors of customer assets of the small-scale dispersed farmers and large-scale new agricultural management entities key driver of customer assets, and Influence degree. Thus provide reasonable suggestions for more effective configuration of the enterprise marketing resources, conduct targeted marketing, satisfy two kinds of main purchase subject, striving for the largest market share.