I 摘要 现代快递服务行业在我国的发展历史不过四十年左右的时间，却已经取得了 举世瞩目的成就。特别是最近几年来“电商经济”的迅猛发展，又为快递服务行 业带来了新的发展机遇。根据国家邮政局发布数据显示：2014—2019年间我国 快递服务行业业务总量已连续6年稳居世界第一。从行业发展的整体情况上看， 我国快递服务行业正处于从高速增长向高质量发展转变的时期。尽管产业规模在 不断的扩大，但是行业内部在经营管理、产品服务等方面还存在诸多问题。特别 是很多快递企业并没有一套科学完整的客户细分方案，有的企业甚至缺乏客户细 分的观念。作为龙头企业之一的顺丰速运，其在客户细分方面也存在一定的问题。 基于这种背景，本文对顺丰速运的客户细分进行了研究，分析其存在的问题与不 足，并结合相关理论研究成果提出了相应的客户细分方案和营销建议。 顺丰速运在客户细分方面存在的主要问题是：客户细分的意识不强，并且缺 乏行之有效的客户细分方案。在早期的发展阶段，顺丰速运将商务客户作为主要 的目标客户群体，凭借快速安全的快递服务赢得了市场。随着顺丰速运的进一步 发展，客户数量和类型不断增多，顺丰速运将客户分为商务客户、电商客户和个 人客户三种。这种客户划分的方法主要是依据客户的行业属性。虽然有一定的可 取性，但仍然存在不足。目前，顺丰速运将客户分为月结客户和散单客户。然而， 这种划分方式过于单一。只根据客户是否能达到月结标准进行划分，这并不是真 正意义上的客户细分。 为了解决顺丰速运客户细分中存在的问题与不足，通过对相关文献资料的研 究，并且结合顺丰速运的实际运营情况和快递服务行业的特征，本文从客户价值 和客户需求两方面入手。根据客户价值的不同，通过使用RFM简化模型构建客 户价值矩阵。顺丰速运的客户被分为高价值大客户、经常型客户、高消费型客户 和低价值客户。根据客户对快递服务需求的不同、通过分析研究将客户分为：同 城类客户、异地类客户和国际类客户三种。在完成对顺丰速运客户细分之后，本 文对每类客户的后续营销提出了有针对性的对策建议。 此外，本文所运用的客户细分方法和相对应的对策建议对我国快递服务行业 摘要 II 内的其他企业也有一定的借鉴和参考意义。同城快递和仓储物流不仅是顺丰速运 未来的发力点，对于其他快递企业来说也是如此。本文还认为快递服务行业内部 并非永远的竞争关系。在一定条件下，快递企业可以进行品牌间的强强联合，取 长补短，实现互利共赢。 关键词：客户细分；快递服务行业；顺丰速运；RFM模型 Abstract III ResearchoncustomersegmentationstrategyofSFExpress ZengLingzhen BusinessAdministration DirectedbyProfessorYuJiankun Abstract Ithasbeenfortyyearsthatthedevelopmenthistoryofmodernexpressservice industryinChina,butithasachievedworld-renownedachievements.Especiallyin recentyears,therapiddevelopmentofthee-commerceeconomyhasbroughtnew developmentopportunitiesfortheexpressserviceindustry.Accordingtodatareleased bytheStatePostBureau,thetotalbusinessvolumeofmycountry'sexpressservice industryhasrankedfirstintheworldfor5consecutiveyearsfrom2015to2019. Fromtheoverallsituationofindustrydevelopment,mycountry'sexpressservice industryisinaperiodoftransitionfromrapidgrowthtohigh-qualitydevelopment. Althoughthescaleoftheindustryisconstantlyexpanding,therearestillmany problemsintheindustryintermsofoperationmanagement,productservices,etc.In particular,manyexpresscompaniesdonothaveacompletesetofscientificand completecustomersegmentationsolutions,andsomecompaniesevenlackthe conceptofcustomersegmentation.SFExpressalsohascertainproblemsincustomer segmentation.Basedonthisbackground,thisarticletakesSFExpressasanexample tostudytheapplicationofcustomersegmentationintheexpressserviceindustry. ThemainproblemsofSFExpressincustomersegmentationare:lackof awarenessofcustomersegmentationandlackofeffectivecustomersegmentation solutions.Intheearlydays,SFExpresstookcommercialcustomersasitstarget customersandwonthemarketwithfastandsafeexpressdeliveryservices.Withthe Abstract IV furtherdevelopmentofSFExpress,thenumberandtypesofcustomerscontinueto increase.SFExpressdividescustomersintothreetypes:businesscustomers, e-commercecustomersandindividualcustomers.Thismethodofcustomer classificationismainlybasedonthecustomer'sindustryattributes.Althoughthereisa certaindegreeofdesirability,therearestillshortcomings.Currently,SFExpress dividescustomersintomonthlysettlementcustomersandbulkordercustomers. However,thisdivisionmethodistoosingle.Thedivisionisonlybasedonwhetherthe customercanmeetthemonthlysettlementstandard,whichisnotatruecustomer segmentation. Inordertosolvetheproblemsanddeficienciesinthecustomersegmentationof SFExpress,throughthestudyofrelevantliteratureandcombinedwiththeactual operationofSFExpressandthecharacteristicsoftheexpressserviceindustry,this articlestartsfromthetwodimensionsofcustomervalueandcustomerdemand.. Accordingtothedifferenceofcustomervalue,thecustomervaluematrixis constructedbyusingtheRFMsimplifiedmodel.ThecustomersofSFExpress aredividedintohigh-valuelargecustomers,regularcustomers,high-consumption customersandlow-valuecustomers.Accordingtothedifferentneedsofcustomersfor expressservice,throughanalysisandresearch,customersaredividedintothreetypes: same-citycustomers,non-localcustomersandinternationalcustomers.After completingthecustomersegmentationofSFExpress,thisarticleputsforward targetedcountermeasuresandsuggestionsforthefollow-upmarketingofeachtypeof customer. Inaddition,thecustomersegmentationmethodsandcorresponding countermeasuresusedinthisarticlealsohavecertainreferenceandreference significanceforothercompaniesintheexpressserviceindustryinmycountry.City ExpressandwarehousinglogisticsarenotonlythefuturestrengthofSFExpress,but alsoforotherexpresscompanies.Thisarticlealsobelievesthatthereisnotalwaysa competitiverelationshipwithintheexpressserviceindustry.Undercertainconditions, expressdeliverycompaniescancarryoutstrongalliancesbetweenbrands,learnfrom Abstract V eachother'sstrengths,andachievemutualbenefitandwin-winresults. Keywords:customersegmentation;expressserviceindustry;SFExpress;RFM model 目录 VI 目录 摘要.....................................................................................................I Abstract...........................................................................................III 第一章绪论.......................................................................................1 第一节研究背景与研究意义........................................................................1 一、选题背景...................................................................................................................1 二、研究意义...................................................................................................................4 第二节国内外文献综述................................................................................5 一、国外文献综述...........................................................................................................5 二、国内文献综述...........................................................................................................6 第三节研究内容与技术路线........................................................................7 一、研究内容...................................................................................................................7 二、技术路线...................................................................................................................8 第四节研究方法与创新点............................................................................8 一、研究方法...................................................................................................................8 二、本文的创新点...........................................................................................................9 第二章客户细分相关理论概述.....................................................10 第一节客户细分概述..................................................................................10 第二节客户细分的原则..............................................................................11 第三节客户细分的维度和方法..................................................................11 一、客户细分的维度.....................................................................................................11 目录 VII 二、客户细分的方法.....................................................................................................14 第三章