基于客户消费行为细分的营销决策分析  

The Marketing Decision Analysis Based on the Segmentation of Consumer Behavior

作　　者：王国顺[1] 权明富[1] 李小文[2] 

机构地区：[1]中南大学商学院 [2]湖南大学政治与公共管理学院

出　　处：《南开管理评论》2005年第1期52-56,63,共6页Nankai Business Review

摘　　要：客户细分基础上的营销决策日益凸现其重要性,在实际应用中客户细分的标准多以企业产品、客户地区分布、客户特征等居多,而以客户消费行为作为细分标准的还比较少见。我国的移动通信市场正在向管制条件下的充分竞争状态发展,企业的营销能力越来越成为运营商竞争的利器。本文建立了一个基于客户消费行为细分的营销决策模型,根据作者长期的行业经验,以湖南移动作为案例具体应用了该模型,取得了有意义的结论,这说明该方法能够为企业的营销决策者提供一种新的思考问题的视角。Marketing decision support based on customer segmentation has been increasingly important. Most of the segmentation criterions in current practice are product□customer geographic distribution and their characteristics, but seldom can we find those criterions based on customer behavior. Mobile communication market is evolving towards limited perfect competition, Marketing capability becomes an important weapon in carrier's competition. This article establishes a marketing decision model based on the segmentation of customer behavior. By applying this model in a case study in Hunan Mobile, the authors get meaningful conclusion.

关 键 词：营销决策 客户细分 企业 消费行为 充分竞争 行业经验 营销能力 结论 实际 具体应用 

分 类 号：F274[经济管理—企业管理]