Research On B2B Customer Stratification Management Based On Service Cost Measurement

The ability to obtain profits determines whether an enterprise can survive and develop.However,with the continuous development of science,technology and society,the market demand is more and more diversified,and the service objects and products of enterprises are more and more diverse.Facing the pressure of market competition and diversified product demands,the traditional strategies of reducing production cost or increasing sales price have been difficult to meet the development needs of today's enterprises.Scientific Customer Stratification method is helpful for enterprises to distinguish the customers with higher value(CLV is hereinafter referred to as customer value)and effectively improve the operating profit of enterprises.RFM(recent purchase time,consumption frequency and consumption amount)model analysis is currently a highly accepted hierarchical model,but it originated from the research of online store customers' consumption behavior data.Through the investigation of the sales data of a manufacturing enterprise in one year,it is found that the cost of serving customers occupies a large proportion in the operation process of the enterprise.So on the basis of the model introduced service cost(CTS)the evaluation dimensions,construct the new RFMC model,and the R,F,M,CTS that four dimensions were divided into excellent,good,medium and poor give corresponding score after four levels,the K-mean customer clustering method divided into super high-quality customers,high quality customers,general customers four levels and low contribution to customers.The results show that: compared with RFM model,RFMC model effectively overcomes the problem that RFM model has few evaluation dimensions and outliers have a great impact on clustering results,optimizes the results of Customer Stratification,and screens out those customers with high value,which provides an important basis for enterprises to adopt targeted marketing strategies.In addition,a great deal of research focuses on the consumer market for consumers;In fact,the organized market(especially the producer market)is an important part of the lifeblood of a country's economy and the main component of China's industrial strength.Therefore,the study of service cost and Customer Stratification should actually focus more on the organizational market than on the consumer market.This article select some manufacturing enterprise as the object of empirical study more in line with the Customer Stratification to reduce service costs,the purpose of expanding profit margins can effectively help enterprises to select higher customer value,to pay more service cost for profit maximization,while for those lower value customers should reduce the service cost in order to make up for the loss of profits.The biggest innovation of this paper lies in the research method of Customer Stratification based on the measurement of service cost.Traditional classification methods are mostly based on the purchasing power of customers,and the measurement scale is too simple,which can not effectively explore the intrinsic value of customer purchase data.In this paper,on the basis of traditional RFM model to join the service cost,this dimension is not used in the research of service costs of a single value,but considering the comprehensive multi-angle enterprise customers to pay for the various visible from invisible cost,and in order to avoid a single dimension impact on service cost is too big,adopt the way of assignment the unification between each dimension of dimension,using the weighted method to numerical synthesis for the service cost,the customer's purchase data for further mining.Secondly,this paper adopts a unique way to select B2 B enterprises for research,which is different from the research on retail customers in traditional literature and expands the research field of Customer Stratification.Through the study of this article,the traditional RFM model based on the study of the new RFMC model,effectively separated with high potential customers,and through the actual inspection of some B2 B enterprise,according to the customer's value from high to low in turn is divided into super high-quality customers,high quality customers,customers and generally low contribution to customers,The hypothesis proposed in this paper is verified,identify with high value of customer,to verify the effectiveness of the RFMC model.Draw the conclusion of this paper.(1)according to the characteristics of its own customer groups,it USES big data technology or offline survey methods to collect effective customer purchasing behavior data and service cost-related index data.(2)design a grading system in line with the characteristics of customer groups,and develop APP or corresponding programs to realize the whole-life cycle tracking of customers.(3)to give more concessions or benefits to customers with high value level,we can adopt the usual methods of upgrading diamond card or improving VIP level,or we can adopt other methods to attract customers.For customers with low value level or no potential,attention should be reduced to avoid excessive service cost consumption.Effectively help enterprises to improve profit margins,enhance the vitality and competitiveness of enterprises.