文本描述
PG COMPANY MARKETING STRATEGY BASED
ON CUSTOMER VALUE RESEARCH
A Master Thesis Submitted to
University of Electronic Science and Technology of China
Discipline: Master of Business Administration
Author: Li Jing
Supervisor: Hou Lun
School: School of Management and Economics
独创性声明
本人声明所呈交的学位论文是本人在导师指导下进行的研
究工作及取得的研究成果。据我所知，除了文中特别加以标注和
致谢的地方外，论文中不包含其他人已经发表或撰写过的研宄成
果，也不包含为获得电子科技大学或其它教育机构的学位或证书
而使用过的材料。与我一同工作的同志对本研究所做的任何贡献
均已在论文中作了明确的说明并表示谢意。
作者签名：，方4！日期：年多月＞日
论文使用授权
本学位论文作者完全了解电子科技大学有关保留、使用学位论文
的规定，有权保留并向国家有关部门或机构送交论文的复印件和磁
盘，允许论文被查阅和借阅。本人授权电子科技大学可以将学位论文
的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或
扫描等复制手段保存、汇编学位论文。
（保密的学位论文在解密后应遵守此规定）
＾
作者签名导师签名：
j
1＜
丄
日期：年多月＞日
摘要
I
摘要
互联网广告代理公司的核心价值源于市场和销售，广告客户是广告经营企业
的市场基础和销售动力，是广告经营企业赖以生存的根本。随着移动互联网的发
展，以流量售卖获取差价为主要盈利模式的互联网广告代理公司已由单纯的“商
品竞争阶段”转为“客户竞争阶段”。互联网广告代理公司怎样依靠深度挖掘客
户潜在需求继而找寻商机，在实现为客户创造价值的同时将客户潜在价值予以挖
掘，继而为企业创造更多地利润。在企业经营管理过程中，开发和挖掘客户的价
值显得尤为重要。客户价值包括两个方面的内容：首先，基于企业层面而言，所
谓客户价值，即客户为企业所带来的利润贡献；再就是基于客户层面而言，其实
质是客户从企业为其提供的产品和服务中所得到的满足。而本研究立足于企业层
面，对客户所创造的价值进行研究，同时以PG公司作为本论文研究对象
PG公司，是一家专业的网络营销及网络广告服务商。迄今已有15年的从业
经验，在业界及客户中建立了良好的口碑和知名度。PG公司以代理互联网广告产
品为主，无自主品牌，客户类型主要为企业客户。本研究希望能通过分析PG公司
客户对企业的价值，找出最具有价值的客户资源，以便有针对性地实施客户管理，
对企业盈利造成的影响进行量化分析，继而为企业做出有效资源分配和关系管理
决策给予建议和指导
本论文研究内容主要包括以下几项：第一，文献综述，概述客户价值、客户
细分理论、客户价值评价方法的同时分析了客户价值及客户细分的研究现状；第
二，对PG公司客户管理现状进行分析，构建出该公司的客户价值评估体系；第三，
依据构建的客户价值评估体系，结合PG公司现有数据对客户价值进行了价值分
析；最后，基于客户价值研究结果对客户进行细分，并就不同客户群体提出相对
应的发展策略以及资源投入方案
依托于构建的客户价值评价体系以及客户细分方法，从而实现PG公司对客户
价值的细分，继而对PG公司识别客户提供帮助，根据客户的特点有针对性地制定
营销方案，从而提升企业自身盈利能力和核心竞争力
关键字客户价值，客户细分，客户价值评估体系，营销策略
ABSTRACT
II
ABSTRACT
Internet advertising agency's core value comes from the market and sales,
advertisers are advertising market enterprises and marketing motivation, lazy
advertising business is the fundamental survival. With the development of the mobile
Internet, Internet advertising agencies that sell and receive the spread as the main profit
model have been changed from simple commodity competition phase to customer
competition phase. How advertising agencies seek business opportunities by deeply
exploring the potential needs of their clients can create more value for customers and at
the same time, tap the potential value of customers to bring more profits to the business.
In the process of business management, the development of customer value is
particularly important. Customer value includes two aspects: First, from the business
point of view, customer value is the profit contribution made by the customer for the
enterprise; the other is from the customer's point of view, customer value is provided by
the customer from the enterprise Satisfaction gained in products and services. This
article studies the value that customers create for the enterprise from the perspective of
the enterprise, and take the domestic one Internet advertising agency company - PG
Company as the research object.
PG company is a professional network marketing and online advertising service
provider. With 15 years of experience so far, it has established a good reputation and
popularity among the industry and its customers. PG Company is mainly engaged in
Internet advertising products. There is no independent brand, and the customer type is
mainly corporate customers. This study hopes to analyze the value of PG company's
customers to the company and identify the most valuable customer resources, so as to
implement targeted customer management, quantify the impact of corporate profits, and
then make effective resource allocation for the company. And relationship management
decisions to give advice and guidance.
The research contents of this dissertation mainly include the following items:
Firstly, literature review, overview of customer value, customer segmentation theory,
and customer value evaluation method. At the same time, the research status of
customer value and customer segmentation is analyzed; secondly, it is for PG company
customers. Analyze the current situation of management and build a customer value。
==>> 点击下载文档