Application Research Of Customer Classification In The Pharmaceutical Industry

With the acceleration and improvement of China's market economy,pharmaceutical enterprises now are facing more and more fierce competition.The business development and business transformation of their traditional Chinese medicine enterprises are also facing many new challenges.The essence of traditional mainstream "non-compliance sales" model is that the prescription drug marketing helplessly deviates from the medical service to the hospital PR,and prescription drug marketing lack a complete set of mature policy support,so more and more attentions was put on the simple connections of building and maintaining the relationship with clients.This cannot truly achieve opinion pressure.How to develop a more effective and compliant way to development level,and get the real professional recognition from customers instead of relying on the golden marketing mode has become a key issue facing the pharmaceutical industry recently.As a result,pharmaceutical companies now are more than ever realized the importance of customers to the development of their businesses and industries.Everything is difficult at the beginning,accurate and effective customer segmentation is an indispensable step for the successful implementation of customer relationship management,but also the premise and foundation for the successful implementation.This article will combine the customer value analysis,discussing customer value definition and evaluation method,on the basis of combining the theory of customer behavior and customer based attribute multidimensional index evaluation system of the pharmaceutical industry,and through the relevant comparison of the clustering of data mining technology,find suitable for pharmaceutical industry customer segmentation technology,establish customer segmentation model,and according to the customer segmentation results of each type of customer characteristics and the corresponding customer retention policy is analyzed.According to the characteristics of customers in the pharmaceutical industry,this paper makes a preliminary explanation of customer segmentation and cluster analysis theory.And through these theories,combined with the actual industry experience,we established the pharmaceutical industry customer segmentation index system.The index system includes 3 A-level indexes,5 B-level indexes,17 C-level indexes,customer data,and according to the P pharmaceutical company for data preprocessing,which eliminate the noise and redundant information,data.At last,by k-means,two step and SOM clustering analysis on the comparison to clustering model,obtained the customer segmentation is suitable for pharmaceutical industry clustering analysis method,and distinguish between different characteristics of each type of customer,give suggestions to the relevant marketing strategy.It is hoped that the relevant research in this paper can provide some references for domestic pharmaceutical enterprises and promote the healthy development of Chinese pharmaceutical enterprises.I hope that the research on the above topics will have some deep thinking for the industry and the local company can practice the marketing strategy and narrow the gap with WPC.