基于价值驱动因素客户盈利能力分析及分群策略.pdfVIP

CPA解题大致思路

1）DefinitionofsegmentationWalkeretal,2005

Itistheprocessbywhichamarketisdividedintodistinctsubsetsofcustomerswithsimilar

needsandfeaturesthatleadthemtorespondinsimilarwaystoaparticularproductorservice.

2）Customersaresegmentedbasedonthecombinationofdifferentvaluedrivers.For

example,ifonecustomervaluesfastupdateandfastdelivery,heorshecanchoosethis

combinationandpayanextraamountofmoney.

3）Segmentsofexistingcustomers(Basedonthevaluesdrivers,themainfeaturesused

insegmentationareasfollows:)(答题的时候需要)

•对外观.价格,功能，等消费心理和行为的总结

4）Netflixcansegmentitscustomersbycombiningtheabovefeaturesintodifferent

bund.

Bundle1Bundle2

5）ThenNetflixcandocustomerprofitabilityanalysisforeachsegment.Thefirm’s

operationshavetobescrutinizedtoseewhatactivitiesareperformed,andwhatdrivesthe

costsoftheseactivitiessoastobuildacustomerprofitabilitymodel.Thendataareappliedto

identifywhichgroupsofcustomersareprofitableandwhichgroupsarenot.Profitability

figuresmayindicatethatservicelevelsforcertaincustomersorcustomersegmentsneedto

bereducedinlightofcurrentcostsandrevenues,whileothercustomersmaybesoprofitable

thatextraspendingoncustomerretentionisjustified.

•Newlyacquiredcustomersareparticularlylikelytobeunprofitablebecausetheconsiderable

saefforttoacquireanewcustomerhasyettobeoffsetfromthemarginsearnedbyselling

multipleproductsandservices.Inthesecases,lifetimeprofitabilitybecomesthebasisfor

deciding