Study On Customer Segmentation Strategy Of A Company Based On CLV Model

Customer remains one of a company’s most important assets,which is a cornerstone on survival and development of a company and an important factor of market competition.Enterprises can manage the customer relationship scientifically,save economic running cost,allocate resources optimally,and ensure long-term safe run,through segment customers.With the rapid development of Internet,the convenience of e-business system appeared in the Internet industry and A company is one of which.A company set up the convenience of the e-business platform via integrating the consumer “rigid demand”,such as telephone fee charging,credit card payments.After 10 years rapid of development,the convenience of business are confronted with the great challenge,resulting from the increase of business,the market competition superheating,falling profits,and the rapid development of mobile internet.For the enterprises with limited resources,how to segment the large clientele and carry our pertinent activities has become the crux of the survival and development of company.This study introduced the Customer Relationship Management research at home and abroad and the development of domestic enterprises.Then we selected A company as the research object,discussed the Customer Lifetime Value research and revised the existing Customer Lifetime Value model.The results shown that profit is out of all proportion to volume trade because of gross margin.Therefore,traditional Average Revenue Per User value cannot meet the demand of customer segmentation.Here,we established a new customer segmentation model using Customer Lifetime Value and Customer Loyalty,aiming at promoting the process of Customer Relationship Management research and proposing better marketing strategy for A company to guide optimum distribution of resources.