The Research On Customer Segmentation And Strategy On Digital Marketing Of MSD Pharmaceutical Company

The development of China has been attracting the attention of the whole world after reform and opening policy was carried. China’s pharmaceutical industry has been rapid development. The intense competition forces pharmaceutical companies to seek and develop new operational model for enhancing their core competitiveness and reducing their operating expenses and cost of marketing and sales. How to find high value and potential customers? How to maintain existing customer relationships? How to get the higher return on investment on marketing and sales activities? Customer segmentation is an effective way to find different types of customers. This segmentation is defined by the customer’s needs, behaviors and differences. Once the groups are segmented, the development of targeted marketing strategies becomes possible. Making real customer-centric marketing strategy is the high priority problem need to solve for pharmaceutical companies. Customer segmentation is usually achieved by using cluster analysis. K-Means algorithm is the most commonly used data mining algorithms. All of the data mining techniques used in customer segmentation can help pharmaceutical companies achieve their strategic objectives and able to achieve satisfactory results in the market competition.This paper summarizes the data mining and clustering analysis of theoretical knowledge. Also introduces the theory of customer segmentation and its application status in various industries. Review MSD’s multi-channel marketing model characteristics and present status. Analyze its customer segmentation status and problems. Identify meaningful suitable variables for MSD multi-channel marketing customer segmentation. Constructed for their marketing customer segmentation model, and gives customer behavior segmentation concrete steps according to the general data mining processes. Finally, used cluster analysis of K-means algorithm to conduct a cluster analysis based on customer behavior data. It is real data from a particular MSD Singulair product’s marketing activity and MSD own customer segmentation model. Summarize the characteristics of various customer groups and make corresponding marketing strategies base on characteristics of different customer groups, which have been proved to be of referencing value.