休闲服客户细分方法及客户关系管理

 以国内某知名大型休闲服企业为实证研究案例,在构建加盟商客户价值评价体系的基础上,分别运用客户价值ABC金字塔分类法与客户价值聚类技术和矩阵模型分类法,对休闲服加盟商进行了客户细分的研究。研究结果表明,对于休闲服加盟商客户,采用聚类技术和矩阵模型分类法,可更加科学、全面、合理地细分客户。进一步提出了客户差异化管理策略,制定了进行客户关系管理的差异化管理策略模板,可有效提升服装企业对加盟商客户关系管理的客观性、合理性。

Customer segmentation method and the relation management of the leisure garment enterprise's franchisor

Taking a known domestic leisure garment enterprise as study case,the author uses the customer value ABC pyramid classification method,the customer value clustering techniques and the matrix model classification method to research the franchisors segmentation based on the evaluation system of franchisor customer value.The research results indicate that,for the leisure garment franchisors,it can make a scientific and reasonable segmentation of the customers by using the clustering techniques and matrix model classification method.Further,the author proposes a customer differential management strategy and formulates a differential management template of the customer relationship management,that can promote the objectivity and reasonability of the franchisor relationship management by garment enterprises.