Research On Product Structure Optimization Strategy Based On Customer Value Segmentation

The heterogeneity of business model has been deepened by the iterative changes in information technology and the rapid development of platform economy in E-commerce,which has driven enterprises to continue to explore sustainable business models that are in line with their own operating conditions.Since customer resources being one of the most important resources of an enterprise and products being the leading factor related to the lifeline of the enterprise,customer resources and products have become two aspects that enterprises need to pay attention to urgently.Traditional e-commerce companies cannot focus on the operation of major e-commerce platforms,but more to further understand and analyze the specific situation of the company’s existing customers,because the value that different customers contribute to the company vary.Through the identification of different values of customers,the characteristics of product consumption and the relationship among products in line with the current customer value segment groups of the enterprise are discovered,so as to realize the optimization of the enterprise’s product structure,which enhances the core competitiveness of the enterprise and promote the efficiency of the enterprise develop.As an e-commerce platform enterprise in the mother and baby industry,Company A has accumulated a large number of customer resources after decades of development and has a product foundation for mother and baby toys and related products.This dissertation takes the actual customer purchasing behavior data of Company A as the research object,takes customer relationship management theory,customer segmentation theory and customer value theory as the theoretical basis,analyzes and deeply excavates the existing customer value of company A to solve the problem in this dissertation---the optimization of company A’s product structure.Firstly,the three indicators in the traditional model are objectively weighted by the improved RFM model based on entropy weight method to determine the customer value segmentation index data of Company A;Secondly,the customer value of the company is subdivided by Kmeans clustering analysis to identify the value of different customers;Finally,the product structure optimization strategy is proposed by analyzing the product structure distribution and product relevance of customer value segmentation groups.This dissertation adjusts the traditional RFM model weighting method based on the entropy weight method,which is more objective and in line with the characteristics of ecommerce enterprises.Analyzing the company’s existing product structure from the perspective of customer value segmentation can be closer to the actual situation of customers and more targeted.For enterprises,different customers have different values.Only by understanding the actual value of customers can they adjust and manage products in a differentiated manner,so that enterprises can gain a superior position in the fierce market competition.