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《中国商贸:销售与市场营销培训》2010,(29)
随着以客户为中心的商业模式出现,客户成为企业最重要的资源。然而,其在整个客户生命周期上有不同的客户价值。其中,客户当前价值决定了企业当前的盈利水平,客户长期潜在价值关系到企业的长远利润,因此,对客户价值进行正确评价并以此进行客户细分,对提高企业效益具有重要的研究意义。本文从客户的当前价值和潜在价值两个方面建立了一个客户价值评价指标体系,给出了客户价值评价流程,并应用该评价指标体系通过算例对客户价值进行计算,由此对客户进行了细分。 相似文献
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客户细分是企业竞争优势的主要来源,准确地进行客户细分是有效实施客户保持策略的基础,保持有价值的客户应按照客户细分情况有效地组织企业资源,以客户为中心提高客户满意度,并以此为手段来提高企业获得利润的能力. 相似文献
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房地产业是国民经济的支柱产业,住宅作为产品更具有地域性的特点,它只能满足某个特定区域客户的需求,市场细分在房地产营销中起着关键的作用。本文在论述市场细分理论的基础上,对房地产细分理论进行了阐述,通过实例进一步说明了市场细分理论有利于房地产企业制定和调整市场营销策略,提高企业竞争力。 相似文献
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浅谈市场过度细分的弊端 总被引:1,自引:0,他引:1
随着行业竞争日趋激烈,传统的行业已经不能从盈利方式到经营模式上带来太多利润,于是细分领域成为了投资者和理论研究者关注的焦点.给企业发展带来了更多的想像空间.细分一定会给企业带来市场吗?这是一个值得怀疑的问题,因为企业的市场细分未必能真实反映市场需求,即使能够真实反映,市场细分并非越细越好,有些商品不适宜市场细分. 相似文献
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基于客户消费行为的电信客户细分 总被引:1,自引:0,他引:1
在电信移动增值业务的营销中,客户细分是精确营销的基础,科学的客户细分能避免推荐的盲目性.本文结合电信行业特点,将RFM模型和层次分析法结合起来衡量客户价值,并采用聚类方法对客户细分,挖掘出潜力客户,有效地降低了营销成本. 相似文献
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本文根据客户终身价值和客户期望值两个变量,将客户细分为亲密型客户、安全型客户、危险型客户和陌生型客户.在分析各客户细分市场特点的基础上,分别从产品、战略的角度出发,提出针对每个细分市场特点的营销对策. 相似文献
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随着全业务竞争日益激烈。电信运营商亟需通过客户细分的支持精确把握用户需求,对客户进行差异化营销。为了更加精确地对不同的客户群设计营销策略,结合电信运营商用户的特点,构建了客户终身价值的评价体系,提出基于客户终身价值的客户分群设计,并对某运营商的电信客户细分进行了实证研究。 相似文献
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《Services Marketing Quarterly》2013,34(2):167-176
Advertising and other promotional decisions are in- fluenced by the nature of the target market as well as which media vehicles are within the financial .reach of the small-business owner and how effective they are in reaching the target market. Though considerable research has been done about the value of advertise- ments in general, little is known about the relative effectiveness of suburban and urban papers and radio stations in reaching the specific target markets of small business. Because of financial exigencies and the need to produce results within a reasonable period of time, the appropriate use of media vehicles is of paramount importance among small-business operators. To assess the effects of various media vehicles on different market segments, three surveys and a field experiment were conducted. Findings from three studies indi- cate that, although the aggregate measure of readership of major dailies is high across urban and suburban dwellers, the relative influ- ence and effectiveness of urban dailies tend to differ among communities. Suburban weeklies and radio stations seem more effective in reaching various market segments and life-styles. 相似文献
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<正>理解消费者才能理解市场。从价格区间上看,15万 ̄50万元的轿车是中国轿车市场的主力,我们根据价格区间进一步将其划分为3个档次:中档轿车(15万元左右)、中高档轿车(20万 ̄30万元)和高档轿车(35万 ̄50万元)。这3个档次轿车相应的消费群体之间是否存在差异?针对每个档次相应的消费群体内部是否存在共性? 相似文献
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In the light of the increasing importance of market segmentation in the retail financial services industry, this article reviews past research in the area. The article argues the need for research to move forward rather than repeat the kind of studies now being carried out by companies. The way in which academic research might provide a methodological model is discussed and areas for the future development of segmentation research are suggested. 相似文献
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《非赢利和公共部门市场学杂志》2013,25(1-2):109-127
SUMMARY This article examines some of the issues and debates surrounding electoral participation in the UK from a political marketing perspective. In particular, this article reviews the current literature and details some of the output of primary research into non-voter behaviour and investigates the opinions and motivations of the electorate. The role of the Electoral Commission and the effects of all-postal voting are analysed. This article both challenges and supports previously presented arguments regarding political issues and voting. In addition, electoral turnout and voter participation is reviewed and the consequences for democracy discussed. 相似文献
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The World Wide Web has rapidly become an alternative means to reach customers and has attracted the attention of many businesses. Unfortunately, however, despite its growth, there is little knowledge of which consumers would be willing to switch to the new format and to what extent. Our paper is aimed at providing some insights into these questions. Specifically, we propose a model to identify segments that differ in their shopping style, i.e., in their preference for which format, or bundle of formats, they like to shop in.Our research question, and model, is similar in spirit to prior research in marketing on how consumers choose assortments. Despite this similarity, our research makes some substantive and methodological contributions to the literature. Substantively, we examine the issue of the choice of channel assortments by consumers across a variety of product categories. We believe this is an important question and one that has not been examined earlier. From a methodological point of view, our model adds to earlier work by specifying the utility of an assortment as a sum of the deterministic and stochastic components of the utilities of its members. This contrasts with previous research where only the deterministic components of the utilities of the component brands of an assortment are added and the relationships between their random components are not accounted for.We calibrate the model on data regarding the format choices of households. In order to control for potentially similar format preferences across purchases of different categories we specify the model to allow for correlation between format preferences over the choice history of each household. Our results suggest that there are four segments of consumers that differ in their preference for different types of formats. 相似文献
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关于市场细分的四点思考 总被引:1,自引:1,他引:1
<正>市场细分的概念是美国市场学家温德尔·史密斯(Wen-dell R.Smith)于20世纪50年代中期提出来的。市场细分是指根据消费者购买行为的差异性把一个总体市场划分成若干个具有共同特征的子市场的过程。因此,分属于同一细分市场的消费者,他们的需要和欲望极为相似;分属于不同细分市场的消费者对同一产品的需要和欲望存在着明显的差别。 相似文献