Research On The Customer Segmentation And Marketing Strategy Of Tianjin Post Express Parcel

Driven by the rapid development of e-commerce,the growth rate of the express delivery industry is growing geometrically.The market size is co ntinually expanding with the bottomless market potential.The customer number of each courier company rapidly grows,at the same time their competition is becoming increasingly fierce.As a large state-owned enterprise with a history of one hundred years,C hina Post bears not only the duty of universal postal service,but also carries out the commercial operation for the competitive postal service.The postal enterprise must survive for the purpose of profit,however it was too extensive for the postal ente rprise to scale customers by meaning of revenue in the past.It is difficult to accurately grasp the customer characteristics to formulate effective measures.This article seeks to subdivide the Tianjin postal express parcel customers,grasp all types of c lients,to adapt to the development needs of the times,to develop marketing strategies,satisfy new delivery demand,improve the postal express parcel market share.This paper first analyzes the development trend of market,expounds the research background,objectives and significance,lists the main research methods,and defines the research objectives and content.Secondly,introduces the theory of customer segmentation and data mining.This paper describes the concept,characteristics,principles,steps,the concept and function of data mining,and the application of data mining in customer segmentation.The purpose of Tianjin post express parcel customer re classification is expounded.Thirdly,this paper analyzes the present situation and classificatio n of express package in Tianjin Post,and puts forward the problems of customer classification.Then,The customer segmentation model of Tianjin post express parcel is established,and the specific algorithm and operation process are expounded.through making the customer segmentation models,during collecting and screening customer data,describing each type of customer characteristics by using the K-means clustering method.Finally,combineing with reality,puts forward the marketing strategy and measures to support the development of express parcel.