基于利益客户细分方法研究毕业论文.doc

摘  要  客户细分是一种倡导以客户为导向的市场细分方法  如今已经发展成为市场细 分理论中一个重要组成部分 这些以客户为主要研究对象的细分方法 在其发展过 程中产生了多种细分方式 其中基于利益的客户细分方法具有独特的理论和实践优 势 利益细分以客户利益为依据 以多种统计方法为细分技术 以事后细分的方法 论为细分思想 是目前所有细分方法中最有效最受推崇的细分工具 全文围绕着利益细分方法探讨了如下方面的内容 首先概述了客户细分发展过 程中产生的几种较为重要的细分方法 在此基础上着重分析了利益细分与其他细分 方法相比所具有的优势 其次 通过回顾和解析利益细分方法中的几种颇具影响力 的利益内涵 重新确立利益的概念及结构 同时区分了利益与其他相关概念的内涵 再次 详细比较了利益细分中三种常用的细分技术所包含的基本原理 应用特点及 实施要点 接着 分析了利益细分的应用过程 主要包括细分决策 细分阶段和细 分结果的衡量这样三个重要环节 最后总结了全篇研究的主要内容 展望了该领域 未来的研究方向 利益细分为企业运作和客户需求之间更紧密的联接提供了理论和实践依据 它 能够广泛而有效地应用于新产品开发 广告策略等一般的营销工作 生产运作甚至 是企业战略中 的前景 这种实践优势成为该方法不断发展的原动力 因而具有广阔而繁荣  关键词  客户细分  细分方法  利益细分  细分技术  I Abstract Customer segmentation is one of the market segmentation methods with the customer oriented. It has become an important field in the theory of market segmentation. Just in the process of the research on customer requirement have several segmentation methods come up, of which benefit segmentation has the unique advantages in both theory and practice. Benefit segmentation, is one of the most effective post hoc segmentation methods nowadays by different statistic techniques based on customer benefits. The characteristics of the segmentation method were discussed as follows. Firstly, the development of the research in the field was explained in and abroad, including several important methods and the traits of the method application in research reports and practical argumentations with the advantages of benefit techniques standing out. Secondly, the meaning of benefit in benefit segmentation was rebuilt. Several outstanding definitions of benefit were reviewed with the meaning changing from characteristics relating to the product to a logistic chain connecting the human action to the psychology. Thirdly, the techniques in benefit segmentation were compared. The application of the method had distinguished orientations because of the meaning of benefit, the segmentation criterion and the applied techniques. Following, the process of the applicatio