The Research On Customer Segmentation Methods Based On Benefit

Customer segmentation is one of the market segmentation methods with the customer oriented. It has become an important field in the theory of market segmentation. Just in the process of the research on customer requirement have several segmentation methods come up, of which benefit segmentation has the unique advantages in both theory and practice. Benefit segmentation, is one of the most effective post hoc segmentation methods nowadays by different statistic techniques based on customer benefits. The characteristics of the segmentation method were discussed as follows. Firstly, the development of the research in the field was explained in and abroad, including several important methods and the traits of the method application in research reports and practical argumentations with the advantages of benefit techniques standing out. Secondly, the meaning of benefit in benefit segmentation was rebuilt. Several outstanding definitions of benefit were reviewed with the meaning changing from characteristics relating to the product to a logistic chain connecting the human action to the psychology. Thirdly, the techniques in benefit segmentation were compared. The application of the method had distinguished orientations because of the meaning of benefit, the segmentation criterion and the applied techniques. Following, the process of the application of benefit segmentation was analyzed. The successful application of the method was contributed to the clear understanding of the benefit, the selection of the techniques and other factors. Thus a detail plan for the implement was necessary. In fact, the practice for the method was a complex process. Finally, summarization and the prospect were given to help to have an outline of the research field in benefit segmentation and other segmentation methods.Benefit segmentation spans a bridge closely connecting company operation to customer requirements. The method can give a useful help to marketing and operation management, even strategic application, therefore has taken on the function of optimizing the performances of organization structure. A favorable prospect is expected because of the power for the validity of the application of the method.