摘要
客户细分是客户关系管理的主要内容,对客户进行细分有助于优化企业资源配置和对客户进行差异化服务进而提高客户满意度。很多文献根据客户对企业的贡献利用相关模型对客户进行了细分,本文从差异化服务出发,根据客户的需求特征或需求层次对客户进行了细分,这有助于预测客户的需求和减少企业的营销成本。在具体细分过程中根据数据挖掘的思想采用了自组织映射神经网络模型,并通过模拟说明了模型的有效性。
As a main component of the CRM, customer segmentation can help the enterprise distribute the resources reasonably and raise the customer′s satisfaction through differentiated services. Some papers classify the customer using the model based on the customer′s contribution to the enterprise, while this paper, from the angle of different service, classifies the customer basing on the customer′s demand characteristic. This classification can help forecast the customer′s demand and reduce the marketing cost. In the classification, this paper uses the network of self-organization map based on the idea of data mining, and proves the effectiveness of this method through imitation.
出处
《管理评论》
2005年第11期53-57,共5页
Management Review
作者简介
赵宏霞，辽宁工程技术大学工商管理学院博士研究生。
杨皎平，辽宁工程技术大学工商管理学院讲师。
陈宗娇，辽宁工程技术大学工商管理学院硕士研究生。
