A Research On Customer Value Of Automobile After Sale Service Based On Data Mining

This paper taking use of data mining as a tool, combined with RFM model and Maslow need theory to analyze customer needs from customer interest points. And it through questionnaire statistics to analysis factors of service quality in automobile after service market. On the basis of the data obtained by questionnaire, this paper expand the analysis model by divide customer base and then give out marketing strategy recommendations on the basis of it.Conclusion of this paper is divided into several aspects. Firstly, on the basis of two types of strategies to give out customer classification, the one is the difference between competition policies, to find out the key customers that of the source of profits of the 4S shop, these customers are with better acceptance of service, and they often pay high attention to the service. Thus, it is wise to take different competition policies to retention these customers. Secondly, to the common concern point of service of customers, such as the fitting environment of 4S shop, the service process etc. all of these should take common-based competitive strategy. To pay attention to the strategy of competitor while to take improvements to enhance the 4S shop's overall competitiveness.As the rising of China's economic strength, the income and the expenditure ability of Chinese people get continuously improvements which due to the car purchasing desire of Chinese people claiming up along with it. As the economy in China gradually warm up, the sales of automobile market also get a rise with it. In 2009, the overall sales amounts of automobile in China exceed the U.S states to become the largest automobile producer and consumer.However, the increase of consumer groups to the automobile industry in China bring great business opportunities'also bring great challenges meanwhile. According to the relevant industry investigation and analysis organization indicated that the customer satisfaction index in Chinese automobile industry is very low, and this undoubtedly provides a good entry opportunity for foreign automobile service industry. The main problem of China's automobile after market service is the incomplete mechanism and the unregulated operation environment of the industry.