Research On Precision Marketing Strategy Based On Customer Segmentation:A Case Study Of Company A

With China's reform and opening up,China's civil aviation industry is developing rapidly,and the strategic position of civil aviation is becoming more and more important.The construction of civil aviation infrastructure has been further improved,and the capacity of navigation has been further enhanced.The annual passenger traffic of civil aviation in China continues to develop at a high speed in the form of double-digit increment.As the core of the civil aviation industry,the profits of our airlines have declined in recent years.Company A is a local airline in China,which belongs to the scale of medium-sized airlines.A company faces two major marketing problems in its daily production and operation: serious homogenization of products and services and high cost of sales.To solve these two marketing problems,we must carry out precision marketing.This paper sufficiently investigates customer segmentation and precision marketing theory,combines the actual situation and characteristics of civil aviation industry and A company,improves RFM model,and optimizes K-means clustering algorithm for subdivision,and ultimately formulates a set of precise marketing strategy for A company,so as to help A company control sales costs,optimize marketing resource allocation,improve marketing efficiency,and solve its production and operation problems.The main innovation of this paper is to propose an improved RFMD model suitable for civil aviation industry,which is an attempt of civil aviation industry to understand customer value,and also provides a new idea for subsequent research.