基于客户感知价值的客户细分研究

摘要

基于客户感知价值进行了客户细分的理论和实证研究，以物流公共信息平台为例提出依据客户感知价值进行客户细分的一般流程：首先利用文献查阅与问卷调查方法确定客户感知价值的驱动因素，接着利用因子分析法对驱动因素变量降维处理，然后利用聚类方法识别客户，再利用决策树方法寻找客户分类规则并分析各类客户特征。最后依据客户特征将物流公共信息平台的客户分为4类：高价值需求客户、中等价值需求客户、低价值需求客户与高性能需求客户，研究结果可以为不同企业实施客户细分提供借鉴和参考。%Based on customer perceived value ( CPV) and using the customer segmentation theory, an em-pirical study is been conducted.Taking for example the logistics public information platform ( LPIP) , a general process of performing customer segmentation based on CPV is proposed:Firstly, the driving factors of customer perceived value are determined by a literature review and a questionnaire survey.Secondly, driving factor variables are reduced by a factor analysis.Then, the customer categories are identified by u-sing clustering method.Finally, customer classification rules are found using decision tree method.In the end, according to customer characteristics, customers of LPIP fall into 4 categories: customers expecting high value, customers expecting medium value, customers expecting low value, customers expecting high performance.Research results can provide reference for different enterprises to fractionalize customers.