基于客户细分的营销决策研究
摘 要
经济全球化以及电子商务的实施，使企业面临更加激烈的市场竞争，对企业客户的有效管理成为企业生存和发展的关键。企业的客户细分、客户获取和客户保持问题对于认清客户关系管理的本质，提高企业的营销能力和决策能力，实现在营销成本有限制下的客户获取、客户保持的目标，提高企业资源的利用率，使企业在激烈的市场竞争下立于不败之地具有十分重要的理论价值和现实意义。在此背景下，论文主要包括：
1.建立基于K-means算法的客户细分，提出营销决策模型；
2.在客户细分的基础上，建立基于客户群的客户获取与保持的最优化营销决策模型， 并通过实例进行了论证。
关键词 客户细分；营销决策；客户获取；客户保持；K-means算法
Abstract
The globalization of economy and the implementation of e-commerce making enterprises fall into a more intense market competition, thus an effective management towards customers becomes the key for an enterprise to survive and develop. It is of theoretical and practical significance for an enterprise to have a good management of customer segmentation, customer acquisition and customer retention issues regarding that the enterprise can understand the nature of customer relationship management, improve the ability of marketing and decision-making, achieve the aim of customer acquisition and customer retention under the limitation of marketing cost, increase the utilization of enterprise resources so as to survive in a fierce market competition. In this context, this article analyzes the issue on the following two aspects:
1. Building up customer segmentation based on K-means cluster analysis algorithm, proposes marketing decision-making model;
2. Building up the optimal marketing decisions model based on customer base established by customer acquisition and retention under customer segmentation, and proved by real cases.
Key words customer segmentation; marketing decisions; customer acquisition; customer retention; K-means
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