伴随着中国医疗领域技术的不断提升和前沿科学应用的推波助澜，基于老年人口 增多、医疗保险覆盖率上升等因素的驱动，大医疗行业已经成为了我国发展速度最快 最有潜力的行业之一。行业的高速发展，带来的是大量资金涌入，公立医院扩大规模、 私人医院和体检中心等拔地而起，行业内客户的数量和种类都在发生本质的变化。抓 住客户资源意味着占得市场先机。 AX 公司作为一家典型的外资医疗企业，主营体外诊断产品，供给给医院和医疗 机构。随着不断的市场变化和客户变化，其在客户细分的问题也逐渐凸显。长此以往， 未来必将丢失客户，影响市场份额。 因此，本文以 AX 公司为例，基于客户细分理论及客户价值矩阵模型，根据数据 挖掘的算法，对 AX 公司的客户细分方案进行了深入的研究，并完成了聚类分析在 AX 公司的客户细分工作中的运用。研究的过程中，归纳得出 AX 公司现有客户细分 方案主要存在：客户细分方法不合理、客户信息更新不及时和混乱、没有后续的销售 行动计划等问题。针对这些问题，有目的性地进行了客户细分方案的优化，以科学的 方法和规划解决了 AX 公司现有方案中的实际问题，完善了客户细分方案优化的具体 策略，对 AX 公司后续的业务发展起到了促进和推动的作用。 本研究将客户细分与客户价值有效结合，并将聚类分析算法应用于医疗领域。本 文在创新与实践方面提出了新的见解。希望未来有更加严谨、科学的学术研究补充本 文在研究方面的不足，为今后医疗行业客户细分工作提供更多的理论和实践参考。 关键词：客户细分；客户价值；聚类算法III Abstract With the continuous improvement of medical technology, driven by the increase of the elderly population and the increase of medical insurance coverage, the medical industry has become one of the fastest growing and most potential industries in China. With a large number of funds pouring in, public hospitals expanding, private hospitals and physical examination centers springing up, the number and types of customers in this industry are changing substantially. In this booming market, to seize customer resources means to seize the market opportunity. As a typical foreign medical company, AX company is mainly engaged in In-vitro diagnostic products, which are supplied to hospitals and medical institutions. With the continuous change of market and customers, the problem of customer segmentation in AX company is becoming more and more prominent. In the long run, customers would be lost and market share would be affected in the future. Therefore, this dissertation takes AX company as an example, based on the customer segmentation theory and customer value matrix model, according to the algorithm of data mining, makes an in-depth study of AX company's customer segmentation, and completes the application of clustering analysis in AX company's customer segmentation. In the process of the research, the main problems of existing customer segmentation are: unreasonable customer segmentation method, untimely and chaotic customer information, no instructive sales action plan and so on. In view of these problems, it optimizes the customer segmentation strategy, solves the practical problems in the customer segmentation with scientific ways, improves the customer segmentation scheme, and promotes the subsequent business development ofAX company. This research combines customer segmentation and customer value effectively, and expands the application of clustering algorithm in the medical industry. This dissertation is innovative and practical. It is hoped that there would be more rigorous and scientific academic research in the future to supplement the shortcomings of this dissertation, and provide more theoretical and practical references for the future work of customer segmentation in the medical industry. Keywords：Customer Segmentation; Customer Value; Clustering Algorithm目录 致谢.................................................................................................................................I 摘要............................................................................................................................... II Abstract ........................................................................................................................ III 第 1 章 绪论..................................................................................................................1 1.1 选题背景与研究意义.........................................................................................1 1.1.1 选题背景 ......................................................................................................1 1.1.2 研究目的 ......................................................................................................3 1.1.3 研究意义 ......................................................................................................3 1.2 国内外研究现状.................................................................................................3 1.2.1 国外研究现状 ..............................................................................................3 1.2.2 国内研究现状 ..............................................................................................5 1.2.3 国内外研究现状评述 ..................................................................................7 1.3 研究内容及论文框架.........................................................................................7 1.3.1 研究内容 ......................................................................................................7 1.3.2 论文框架 ......................................................................................................8 1.4 研究方法与创新点.............................................................................................8 1.4.1 研究方法和技术路线 ..................................................................................8 1.4.2 创新点 ..........................................................................................................9 1.5 本章小结.............................................................................................................9 第 2 章 相关理论概述................................................................................................11 2.1 客户细分理论...................................................................................................11 2.1.1 客户细分的概念 ........................................................................................11 2.1.2 客户细分的原则 ........................................................................................11 2.1.3 客户细分的种类 ........................................................................................12 2.2 客户价值理论...................................................................................................13 2.2.1 客户价值的概念和评估的作用 ................................................................13 2.2.2 客户价值矩阵模型 ....................................................................................142.3 K 均值聚类算法 ................................................................................................15 2.3.1 欧几里得距离 ............................................................................................15 2.3.2 曼哈顿距离 ................................................................................................16 2.4 本章小结...........................................................................................................16 第 3 章 AX 公司内外部环境分析.............................................................................17 3.1 AX 公司基本概况 .............................................................................................17 3.1.1 AX 公司业务介绍 ......................................................................................17 3.1.2 AX 公司组织架构分析 ..............................................................................20 3.1.3 AX 公司竞争能力 ......................................................................................22 3.2 AX 公司行业环境分析 .....................................................................................24 3.3 AX 公司内外部情况综合分析 .................................................................