欢迎您！东篱公司
退出
-
申报数据库
-
立项数据库
-
成果数据库
-
项目获奖数据库
中文摘要：
营销资源的分配是营销活动的基础，也是企业RCM的核心任务之一。将客户价值作为营销资源分配的基准，根据客户的当前价值与潜在价值将客户细分成四类，在对企业营销资源的分类进行研究的基础上，提出了一种营销资源定量分配的方法，最后结合企业实例，运用聚类分析方法进行客户细分，并利用细分结果实现了企业营销资源的定量分配。
英文摘要：
The allocation of marketing resource is the basis of marketing activities, which is also one of the core tasks of enterprises RCM. This paper regards customer value as a marketing resource allocation benchmarks and subdivides the customers into four categories according to the present and potential value of customers. Based on the classification of enterprise marketing resources,it proposes a quantitative marketing resource allocation method. Finally, by the practice researching in to an enterprise, the paper segments customers using cluster analysis methods. On the basis of customer segmentation results, it realizes the quantitative distribution of marketing resources.
同期刊论文项目
同项目期刊论文
期刊信息
位置：