Research Of Customer Value And Customer Segmentation Under The SNS Environment

For reasons that for-profit enterprises take the profit maximization as the goal of management and customers are regard as a source of corporate profits, so enterprises can effectively implement the strategy of customer relationship management in order to realize customer relationship effectively establish, maintain and save it becomes the key point. However, the evaluation of customer value is the base of the implementation of each strategy:firstly, customer value identification and evaluation is the most important and the most basic content of understanding customer, selecting customers which belong to customer relationship building strategy; secondly customer value evaluation is also the pre work of customer classification which is the most basic work part of customer maintenance strategy. This will determine the realization of customer loyalty, the way of customer communication and realization of customer satisfaction; finally, to value the benefit of strategy, the customer relationship rescue strategy also need to value customers under the assumption of saving customer successful.With the rise of social networking, consumer decision making is becoming more and more interdependent, internet word-of-mouth is becoming more and more important, the reputation value which was not to be considered in previous method of value evaluation thus become the factor of customer value which is cannot be ignored. In view of this, this paper attempts to set up model used to evaluate customer value-RFM-IWOM model, which is based on internet WOM and under the social network environment.The RFM-IWOM model is proposed on the basis of the RFM model (Recency, Frequency, Monetary), which has been widely applied and evaluates customer value from purchasing only. Aiming at this problem, this paper proposed some hypothesis and for each hypothesis a plurality of test items is provided so as to the questionnaire was designed, finally conclusions were draw after the statistic analysis:The accessibility of universal ethical principle orientation between sender and recipient, strength of network tie between them, the sender’s professional and quality of reputation are factors in determining the receiver’s purchase intention and factors influencing reputation value. Finally model to evaluate customer is put forward on the base of this four factors affecting the reputation value and RFM models.In order to reflect the reputation value role in modifying comparing to RFM mode and relative advantage of a single customer between purchase value and the reputation value, this paper attempts to conduct customer value evaluation and the evaluation results compared against watercress network application of RFM-IWOM model and RFM model and make segmentation analysis and compare differences in general and individual perspective, comparative discovery: In general view, the number of cluster members changes significantly, the new model has a larger visible correction effect of this subdivision. In the individual angle, customers whose rank rise and decline in the proportion of customers are both more than 15%, and the rise of individual customer level and decreased respectively show the customers advantage in the reputation value and purchase value, this also point out the direction to the implementation of marketing strategy of enterprises effectively.This study breaks through the bottleneck of ignoring reputation value by traditional customer value evaluation method, consider the influence of the social network to the customer and asses a new model of customer value. In theory, the evaluation of customer value are added to expand; In practice, enterprises can use the new model of customer value to segment customer effectively, so as to find out the most valuable customer and develop the best marketing strategy.