Customer Segmentation And Service Strategy Of Internet Home Improvement Based On Customer Value

With the rapid development of the Internet industry in the world,a new mode of home decoration named Internet home improvement emerged in the Internet plus era.In the increasingly competitive market,home decoration enterprises must show serviceability of their business to maintain its competitive advantage in the homogenous market.As the number of high quality customers is limited,home decoration companies should improve the standard of their service,putting higher customer satisfaction as the driving force of the development in order to gain an advantage in the fierce competition.Enterprises need to improve the service and management system of high quality customer which is significant for the overall business.Therefore,based on the reality,I have read literatures in this field with study into customer value theory,the theory of customer segmentation,research methods related to customer service theory.In the process of constructing the Internet home improvement customer value index system,taking the characteristics of the home improvement industry into consideration,I have integrated soft-mounted business,long-sale cycle into the customer value index system.Based on customer segmentation,AHP was used to determine index weight and K-means clustering and data visualization technology used to segment in order to achieve authentic empirical results.Questionnaire is used in this research and 82 Internet home improvement clients are studied for customer value,completing the home improvement customer value index system.Using Analytic Hierarchy Process(AHP)and K-means clustering analysis,a comprehensive evaluation of customer value is completed.Based on empirical results,customers are segmented into high-value customers,potential customers,sub-value customers and low value customer.Personalized customer management strategy and strategic alliance strategy are put forward for high-value customers;potential customers should be analyzed regularly and be dealt with closeness strategy;for the sub-value customer,measures should be taken to improve the customer loyalty and precision marketing;for low-value customers,the "culling" or "reserved" pipe service management strategy should be chosen.The advice on customer management for four kinds of customer above may provide useful assistance for home improvement enterprises.