Precise Marketing Strategy For Diesel Products Of A Co.,Ltd.

With the continuous optimization and adjustment of China’s petrochemical industry,the rapid development of high and new technology and the continuous investment in new energy fields such as wind energy and electric energy,the market competition in the traditional petroleum industry is becoming more and more severe.A Corporation is a basic energy enterprise with the background of central enterprises,which produces and sells gasoline,diesel and chemical products based on crude oil processing.Although the company is integrating and reorganizing central enterprises and its brand influence has been improved,the rapid development of new energy automobile industry and the construction and operation of domestic large-scale refining and chemical integration projects are also aggravating the situation of overcapacity in the domestic refined oil market.The company lacks scientific customer classification theory and tools,can only simply classify existing customers according to their industries,and lacks systematic customer value evaluation theory and methods,resulting in the company’s inability to formulate differentiated and accurate marketing strategies with scientific theoretical basis and mature technical means,resulting in high preferential amount of products in the sales process,The proportion of traders in the customer structure is biased,the company’s sales rhythm is unstable,and the market competitiveness is greatly reduced.In this thesis,the market positioning theory（STP）and K-means clustering algorithm are used to optimize the customer types of A company,and the precision marketing strategy is formulated for the optimized customer types combined with 4Ps marketing theory.first.Using macro environment analysis（PEST）,competitive environment analysis and internal environment analysis,we find the reasons for the poor classification of customers.Secondly,the thesis uses the ERP Sales data of A company to sort out and summarize the procurement data of existing customers,and further subdivides the original five categories of customers into 14 types of customers through K-means clustering algorithm.According to the results of customer segmentation,draw a portrait for each type of customers,extract three key characteristics: customer type,breach of contract and purchase frequency,and calculate the CLV value of customers of different segmentation types.Furthermore,based on customer key characteristics and CLV value,the thesis sets different weights according to the importance of enterprises for different key characteristics,formulates comprehensive ratings for 14 types of customers,and formulates precision marketing strategies for customer groups with different ratings based on 4Ps marketing theory.The conclusion of the thesis shows that through the comprehensive rating of subdivided customers,14 types of customers are divided into five grades,so as to increase the company’s understanding of customers’ preferential strategy,performance ability,customer stickiness and contribution to the company’s value.From the perspective of quantification,the company’s human,material and financial resources for each grade of customer group are divided into products,prices,channels Formulate differentiated precision marketing strategies in four aspects of promotion.The research methods and steps of this thesis can subdivide customers more carefully under certain conditions,and draw the portrait of customer procurement behavior from a quantitative perspective,which is conducive to the company’s understanding and grasp of customers,and provides more accurate data support for the company to formulate differentiated and accurate marketing strategies.In the long run,it will also help the company improve customer stickiness,improve the stability of the company’s sales and increase the company’s market competitiveness.