客户群体划分（Customer group segmentation）.doc

客户群体划分（Customer group segmentation） Customer group segmentation What is customer segmentation? The necessity of customer segmentation Method of customer segmentation What are the ways of subdividing? Classification after customer segmentation 7 customer segmentation tips Customer segmentation (Customer, Segmentation) Edit what is customer segmentation? Customer segmentation was proposed by American scholar Wendell Smith in the middle of the 1950s, and there are two main theories. (1) heterogeneity of customer demand Not all customers have the same requirements, as long as there are more than two customers, the demand will be different. As customer demand, desire and purchase behavior are diversified, customer demand satisfaction presents differences. (2) limited resources and effective market competition; Any enterprise not only by its own human and financial resources and material resources to meet all the needs of the market, this is not only due to their own conditions, but also from the economic effect is paltrily. Because companies should identify the most attractive segments that can serve them effectively, focus on enterprise resources, and develop scientific competitive strategies to gain and enhance competitive advantage. Customer segmentation is the customer set according to customer attributes. It is not only an important theoretical component of customer relationship management (customer relationship management, CRM), but also an important management tool. It is one of the basic principles of classifying customers, conducting effective customer evaluation, allocating service resources reasonably and implementing customer strategy successfully. It provides theoretical and methodological guidance for enterprises to fully acquire customer value. Customer segmentation theory principle is: each type of product, customer group is not a group, according to the customer the concept of culture, consumer income, consumption habits and lifestyles of different segme