根据客户价值的两方面进行客户细分----外文翻译.docVIP

根据客户价值的两方面进行客户细分 ?? Customer Segmentation Based on Dual Perspectives of Customer value Customer Segmentation Based on Dual Perspectives of Customer value Abstract:??In the background of relationship marketing, customer segmentation and, in particular, customer segmentation based on the profitability of customer has received increasing attention among both academics and managers. However, there is increasing awareness that the models presented have some obvious limitations: ignoring the unity of opposites of the value perceived by the customer and the value perceived by the company; failing to capture other potentially significant value sources that customers can provide to the company; and neglecting additional strategic analysis. Thus, the purpose of the paper is to explore a conceptual framework of customer segmentation based on dual perspectives of customer value. This is achieved through discussing on the unity of opposites of customer value and the systematic analysis of two-dimensional customer values in the context of customer segmentation.? ???? Keywords Customer value, Dual perspectives of customer value, Customer segmentation Introduction It is commonly agreed upon that market segmentation is one of the most fundamental marketing concepts, in terms of matching supply with demand and constituting an important component of a company’s marketing strategy. Most of the traditional approaches to market segmentation are based on non-economic customer characteristics (Helgesen 2006). In the background of relationship marketing, customer segmentation and, in particular, customer segmentation based on the profitability of customer has received increasing attention among both academics and managers. Customer profitability analysis (CPA) and customer lifetime value (CLV) are fast becoming accepted as new bases to customer segmentation. The first model that came close to considering the profitability of customer was that of Shapiro et al. (1987). They developed a