The Research Of Customers' Segmentation Based On Customers' Value Evaluation

2001~2011 is the rapid expansion period of China Pulp and Paper industry.Within the period,the paper productivity increased 3.2 times,the consumption of paper and paper board increased 2.7 times.Within the 10 years,the China local Paper machine manufacturer also got the fast development and the growth.“A” Company is the world famous Pulp and Paper equipment manufacturer,whose brand is well known as by customers.In recent years,“A” company got the quick development in China.But since 2012 year,the local paper machine line,pulp line decreased day by day and the serious environment protection policy –energy saving and the pollutant discharge executed by the government,which limited much local pulp and paper new line set up.But at the same time,as the after-sale service of main equipment,its' service marketing becomes more any more important.At present,“A” company divided its' customers' type mainly depended on sales value,who doesn't consider the different cost spent on the customers like: marketing fee and the other value of the customers influenced to the company.Except for that,towards the company resources allocated was only defined by the experience.That is decided by the sales managers' experience.In general speaking,during the sales activities,the sales managers evaluate the customers' value and handle the relationship by their perceptual recognition.It can't valuate customers' value in scientific method.The resources allocated were decided by customer's requirement,which normally was not matched with the profit got from the customers.At the same time the potential customers has the risk of loss.Based on the above background,this paper chooses AHP and hierarchical clustering methods to subdivide A's customers.Firstly,a comprehensive evaluation index system for customer relationships was constructed,and 20 customers' samples of Company A were selected for analysis.Through actual data analysis,the comprehensive evaluation results of potential value,current value,and comprehensive value of 20 customers' samples of Company A were finally defined.Next,we use cluster analysis to perform hierarchical clustering on the 20 customers' samples of company A,and finally analyze the results of hierarchical clustering of customers.Combining the results of the comprehensive evaluation of customer value by the analytic hierarchy process,this study will eventually classify customers into four types of customers: value customer,sub-value customer,potential value customer,and low-value customer according to the level of potential value and current value.At the same time analyzes the characteristics of each type of value customer.According to the characteristics of each type of customer,this paper proposes the countermeasures and suggestions from the customer management strategy formulation and resource input methods,in order to help enterprises obtain higher management performance.