PG Company Marketing Strategy Based On Customer Value Research

Internet advertising agency's core value comes from the market and sales,advertisers are advertising market enterprises and marketing motivation,lazy advertising business is the fundamental survival.With the development of the mobile Internet,Internet advertising agencies that sell and receive the spread as the main profit model have been changed from simple "commodity competition phase" to "customer competition phase." How advertising agencies seek business opportunities by deeply exploring the potential needs of their clients can create more value for customers and at the same time,tap the potential value of customers to bring more profits to the business.In the process of business management,the development of customer value is particularly important.Customer value includes two aspects: First,from the business point of view,customer value is the profit contribution made by the customer for the enterprise;the other is from the customer's point of view,customer value is provided by the customer from the enterprise Satisfaction gained in products and services.This article studies the value that customers create for the enterprise from the perspective of the enterprise,and take the domestic one Internet advertising agency company-PG Company as the research object.PG company is a professional network marketing and online advertising service provider.With 15 years of experience so far,it has established a good reputation and popularity among the industry and its customers.PG Company is mainly engaged in Internet advertising products.There is no independent brand,and the customer type is mainly corporate customers.This study hopes to analyze the value of PG company's customers to the company and identify the most valuable customer resources,so as to implement targeted customer management,quantify the impact of corporate profits,and then make effective resource allocation for the company.And relationship management decisions to give advice and guidance.The research contents of this dissertation mainly include the following items: Firstly,literature review,overview of customer value,customer segmentation theory,and customer value evaluation method.At the same time,the research status of customer value and customer segmentation is analyzed;secondly,it is for PG company customers.Analyze the current situation of management and build a customer value evaluation system for the company.Third,based on the customer value evaluation system that has been constructed,combine the PG company's existing data with the value analysis of the customer value;finally,based on the customer value research results,conduct the customer Segmentation,and put forward corresponding development strategies and resource input programs for different customer groups.Relying on the constructed customer value evaluation system and customer segmentation method,PG's customer value segmentation is achieved,and then PG Company's identification of customers is assisted.According to the characteristics of customers,targeted marketing plans are formulated to enhance the company's own Profitability and core competitiveness.