AP Company Customer Segmentation Based On Customer Satisfaction And Customer Value

With the development of new world economy,the rapid development of Internet technology has brought great impact on the management and operation mode of the existing enterprises.The enterprise operation has shifted from the traditional product centered to the customer,and the focus of the competition is no longer the technology as the core,but the operation management mode centered on the customer.In the bathing appliance industry,the technical barriers are not high,the production enterprises are more and the competition is fierce.As the old bathing company,AP Company wants to gain competitive advantage in the fierce competition,improve market share,form the core competitive power and make the company get great development,so it must be able to break through the customer management.So,AP Company has set up a new customer maintenance department,and commissioned the Hangzhou quality research institute to conduct a survey on the customer satisfaction of the company,hoping to make a breakthrough in the management of customer relations.However,it is obviously unscientific to subdivide customers and formulate customer maintenance strategies by relying solely on customer satisfaction survey results.Because different customers have different value to AP Company,the same maintenance measures for different value customers are poor and waste the company's customers to maintain the resources,which is obviously contrary to the original intention of the company's establishment of the customer maintenance department.Therefore,AP Company needs to establish a set of customer value evaluation system based on the characteristics of its own industry and the actual situation of its customers,so as to calculate the customer value of the company so as to subdivide customers according to customer satisfaction and customer value,and adopt different and targeted customers on the basis of customer segmentation.The main research contents of this paper are as follows: first,the basic situation of bathing bully industry is investigated and analyzed,and the literature materials such as customer value and customer segmentation are studied and studied,and the research situation in this field is summarized.Secondly,the industry characteristics and the characteristics of AP Company are analyzed,and AP customers are found out.The characteristics and the existing problems in customer management;thirdly,study the existing customer value evaluation system,combine the actual situation of the company,construct the AP company's customer value evaluation index system,use the AHP analytic hierarchy process to calculate the weight of each index,and finally obtain the AP company customer value evaluation index system;After validating the effectiveness of AP's customer value evaluation index system,the customer value and customer satisfaction of AP company are subdivided and different customer maintenance strategies are adopted for different customer groups.