The Research On The Segmentation Of The Tobacco Customer Based On The Analysis Of The Cluster

With the fast development of the research and application of the clustering analysistechnology, and the theory of the customer segmentation get enriched, it is very importantfor the enterprise to establish a rational evaluation index system of the customersegmentation, realize the aim of precise subdivision and precision marketing, get theeffective combination of the enterprise resources and the market resources, promote thebusiness work shifted from extensive type to a precise way, improve the control of themarket, improve the level of corporate profits and customer’s satisfaction and loyalty, byestablish a reasonable index system of the customer segmentation and the clusteringanalysis method.Under the direction of the customer segmentation theory, and according to the theory ofcustomer value and behavior, the paper built a reasonable evaluation index system of thecustomer, by analyzing the aim of the company’s classification and business datum, andthe characteristics of retailers. Then, the paper used the clustering analysis technology,adopted methods for the analysis of multi-dimensional, to realize the retailers of thetobacco industry subdivision. According the subdivision of the retailers groupcharacteristics, the author helped the tobacco company get a reasonable classification ofthe customer, analysed the characteristics of the segmentation.According to the results, the retailers were subdivided into21categories. By the salesof the month or the customer value, the retailers are divided into four categories. By thecategory, the retailers are divided into three categories. Analysing the characteristics of thecustomer segmentation, we fond that different types of the customer segmentation, madedifferent contribution to the enterprise, prefered different category of the cigarette, and hada different monthly sales ranking. In view of the features of these segmentation, we couldappoint special account managers for high value customers, and provide guidance fordifferent types of customers of their orders and category in different months.