Research On Segmentation Management Of Coal Customers In Qinhuangdao Port Based On Cluster Analysis

In recent years,the construction of China's coal ports has developed vigorously.The growth of port's currency capacity has been faster than the growth of coal throughput.However the port's handling capacity has begun to appear relatively surplus,and the terminal loading and unloading has changed from the seller's market to the buyer's market.Customers have more and more freedom to choose,and their requirements for the services are also higher.In the face of increasingly fierce market competition,port companies must maintain a customer-centered business philosophy,and take customers as the core resources of enterprises.Effective customer segmentation,carry out targeted customer service,continuously improve service quality,customer loyalty,and value,on the basis of stabilizing the original customer base,we well continue to expand the new customer base,so that the port in the fierce market competition in an invincible position.Since its establishment,Qinhuangdao Port has taken coal as its main business.There are many coal ports around it.Each port has begun to compete fiercely for the resources of goods and downstream enterprises.Therefore,it is urgent for Qinhuangdao Port to formulate a scientific and rational customer segmentation management method.This dissertation takes coal customers in Qinhuangdao Port as the research object.Through reading a large number of documents and citing the research results of scholars on customer segmentation,it lays a theoretical foundation for this study.Firstly,it elaborates the relevant theories involved in this dissertation,mainly summarizes the related theories of customer relationship management,customer segmentation and cluster analysis.Secondly,it fully investigates the composition of coal customers in Qinhuangdao Port,and analyzes the current situation of customer segmentation and customer management methods in Qinhuangdao Port.It points out the problems existing in the current coal customer segmentation management,such as single subdivision index,unreasonable subdivision methods,imperfect customer information management system and backward customer service concept.Then,using qualitative and quantitative analysis methods,we construct a customer segmentation index system that can reflect customer value and loyalty.We use principal component analysis to pre-process data,and then use cluster analysis to subdivide customers.Finally,according to the results of subdivision,we formulate different customer management suggestions for different customer groups,and put forward feasible customer subdivision management countermeasures for the development of Qinhuangdao Port.