Research On Customer Value Evaluation And Customer Segmentation For ZC Platform

With the advent of the global new economy and the Internet era,the rapid development of Internet technology,the existing business and management model has brought a huge impact.In the Internet mode,the customer and the customer demand for the satisfaction of the enterprise is the only asset,the value of the enterprise to a certain extent,is completely equivalent to the customer value.Customer value needs to be explained from three perspectives: one is to stand in the perspective of enterprises to create value by customers for enterprises,the other is stand in the customer perspective of enterprise value created by enterprises for customers;the last one is the dual perspective of customers and enterprises under customer value.And this paper is mainly from the perspective of enterprises to study the value of the customer for the enterprise to create,and the researched object is ZC Platform,a furniture raw materials e-commerce platform in Sichuan,China.ZC Platform is a B2 B e-commerce platform founded in 2015,the Internet start-ups.The main business is to furniture raw materials trading based,integrate and superposition of financial,logistics,secondary processing services and so on,so as to create a furniture industry raw materials a one-stop comprehensive service e-commerce platform.No independent brand of goods on the platform,customer type is based on raw materials manufacturers,raw materials agents,furniture manufacturing enterprises based enterprise customers,customer resources are limited to the consumer.This paper hope that through research on customer value analysis,and combined with the platform needs scientific and quantitative calculation,and then the customer value based on the results of customer segmentation,the platform avoids the waste of limited resources on the customers without value,thereby providing the platform resource input and output ratio,help the rapid development platform.The research contents of this paper are as follows: Firstly,the relevant research data and literature on customer value and customer segments have been studied and summarized that the field in the academic research and summarized the shows.Secondly,analyzing the present situation and problems of customer management in ZC,and elaborating the theories of customer value and the existing research methods,established customer value evaluation system of the platform.Then,the evaluation system based on customer value,the value of existing customers on the platform of the customer value.Finally,a comprehensive analysis of existing customer segmentation methods and reviews,then compare the status of customer segmentation and review platform,and ultimately determine the platform customer segmentation method combined multi dimension evaluation of customer value factors based on.Through the establishment of customer value evaluation system and the customer segmentation method,ZC can be scientific and effective to assess the value of the customer,to help enterprises to identify target customers,according to the different value customer groups to develop diverse customer relationship development strategy and different marketing programs and improve the profitability of enterprises.