Value-based Customer Segmentation And Promotion Strategy Of BLN Company

The essence of the development of human society is the development of economy and society.The essence of the development of human society was the development of economy and society.The essence of economic development is mainly presented by commercial transactions.The essence of commercial transaction is the exchange of value,the exchange of customer value and object value,and the use of asymmetric information to obtain the difference in price to make profits.Therefore,customer resources are always the most competitive and valuable assets of an enterprise.In recent years,with the development of the IT industry,especially the development of mobile Internet,the popularity of new customer management technology and software applications,more and more enterprises and customers are gradually strengthening the relationship.The more we show the importance of customer experience,the more companies can stand out in the fierce market competition and become unicorns or industry leaders.The customer value in this paper refers to the value that the customer can contribute to the enterprise in the whole life cycle.This paper will take BLN Corporation as a case study.BLN was founded in 2004,before 2004 is a real estate as the main business of the company,the main business project for the commercial square.In order to increase revenue,on the basis of the original commercial real estate projects,sports real estate has been added to this category.The company mainly through acquisitions and mergers to buy large sports real estate,such as badminton,swimming,basketball,to achieve rapid expansion.The products and services that the venues can provide are limited.Single venues rely solely on rentals to obtain revenue.The ping effect is very low.The company's existing advantages lie in the concentration of customers.I hope that the value of customers to enterprises can be calculated through analysis.Combined with the revenue needs of the enterprise,increase other revenue items,maximize the value of mining customers,and on this basis to improve,so that the enterprise can get the maximum income.The content of this paper can be roughly divided into the following points:(1)the first point is a detailed description of the traditional customer value evaluation methods and relevant subdivision methods,and the in-depth study of this area.(2)Analyze the existing customer management system of BLN Company,and establish a subdivision system based on customer value.(3)Based on the above methods,and using the existing customer value analysis data,a relatively complete customer segmentation value model of BLN Company is established.(4)According to the different subdivision customer groups of BLN Company,put forward the corresponding customer development strategy and product demand plan and suggestions.Through the establishment of customer value evaluation system model,the establishment of customer value segmentation methods and other measures to enable BLN to effectively evaluate and subdivide its huge customer groups,so as to help BLN effectively identify value customers.Subdivide the customer group,treat the different customer group differently,cooperate with different marketing strategy and product plan,improve the profitability of the enterprise continuously.