Research On Clustering Segmentation Of Tobacco Retail Customers Based On Data Mining

Customers are the base of enterprises.Tobacco is special consumable.Monopolization system of imposing high tax to prohibit is now used in the tobacco industry.The market tropism of the developing economy and marketization reform of china tobacco that would make China tobacco industry to be confronted with dramatic market competition,also brings forward a sever challenge to the actual monopolization system of China tobacco industry.Under the special background of the tobacco business,this thesis mainly studies how to use data mining make the companies in the business,develop their study of customer value and customer relationship,and promote themselves in the competition.This thesis emphases on the discussion of Taishun Tobacco's customer value,and establishes a omnidirectional and multidimensional standard of customer value evaluation system,evaluates customer value by current value and potential value,and uses hierarchical analysis method to bring reasonable weight of each factor in the guideline system.In this thesis,relevant data of one thousand seven hundred and forty-five customers of Taishun Tobacco is collected and organized.The current value and potential value of the customers are evaluated using the standard of customer value evaluation system mentioned above.According to the different current value and potential value,the thesis divides the customers in to several different types using clustering analysis method,analyzes the typical customer,and establishes different customer management strategies according to different types of customers,that is very significant for data driven market in tobacco industry.