基于客户细分的客户获取与保持的最优化投入模型研究

在传统的市场营销活动中,企业往往没有什么客户细分的观念,对市场"一刀切",造成了不理想的效果。近年来,出现了"一对一"营销的新概念,特别强调对不同的客户采用不同的市场营销手段,但是企业当面对着成千上万甚至千万的客户时,这样操作无疑会使营销成本大幅上升,适当的客户细分对企业才是有实际操作意义的。本文就是在客户细分的基础上,针对细分后的客户群进行客户获取与保持的最优化投入模型的研究。最优化投入模型主要用以辅助企业以最优化的投入来获取最大的客户盈利。

To Study on Optimum Input Models of Customer Acquisition and Retention Based on the Customer Segmentation

In the traditional marketing activities,enterprises not usually hold the idea of customer segmentation.They treat the market rough,which made the enterprises face the bad effect.A new concept about one-for-one marketing emerged lately,which emphasizes that the different marketing means shift according to the different customers.But when the enterprise has thousands of customers,this operation no doubt makes the marketing cost rising.The proper customer segmentation is to impractical purpose for the enterprise.This article is the study of optimum input strategy about customer acquisition and retention based on the customer segmentation.The optimum input models help the enterprise to acquire the ultimate customer profitability.