EMBA学位论文
作者：凌峰
A公司柴油产品精准营销策略研究
A公司柴油产品精准营销策略研究
中文摘要
随着我国石油化工产业的不断优化调整，高新技术的迅速发展，风能、电能
等新能源领域的不断投入，传统石油行业的市场竞争日趋严峻。A公司是一家央
企背景的以原油加工为基础，生产和销售汽柴油以及化工类产品的基础能源企业，
仅管公司正在进行中央企业的整合和重组，品牌影响力有所提升，但新能源汽车
行业的迅猛发展和国内大型炼化一体化项目的建设与投产，也正在加重国内成品
油市场产能过剩的局面。公司内部缺乏科学的客户分类理论和工具，仅能将现有
客户按照客户行业类型简单分类，且缺乏系统的客户价值评价理论和方法，导致
公司无法以科学的理论基础和成熟的技术手段制定差异化的精准营销策略，致使
销售过程中，产品优惠额度高，客户结构中贸易商比例偏重，公司销售节奏不平
稳，市场竞争力大大降低。
本文以 STP理论为指导，利用 K-means聚类算法对 A公司客户类型进行优
化，描绘给类型客户画像，分析不同类型客户的 CLV值，结合 4Ps营销理论对
优化后的客户类型制定精准营销策略。首先。利用宏观环境分析（PEST）、竞争
环境分析和内部环境分析发现公司客户分类不精细的原因。其次，论文利用 A公
司的 ERP销售数据对现有客户的采购数据进行整理和汇总，通过 K-means聚类
算法对原有的 5大类客户进一步细分为 14类客户。根据客户细分的结果，提取
客户类型、违约情况、采购频次 3个关键特征，为每一类客户画像，并计算不同
细分类型客户的 CLV值。本论文以客户关键特征和 CLV值为评价维度，根据企
业对于不同关键特征的重要程度设定不同权重，为 14类客户制定综合评级，并
以 4Ps营销理论为基础对不同评级的客户组制定精准营销策略。
论文结论表明，通过对细分客户综合评级，将 14类客户划分为 5个等级，
加大公司对客户的优惠策略、履约能力、客户粘性和对公司价值贡献程度的了解，
从量化的角度将公司的人力、物力、财力对每一个等级的客户群分别从产品、价
格、渠道、促销 4个角度匹配最优的精准营销策略。本文的研究方法和步骤可在
一定条件下更为细致的对客户进行细分，并从定量的角度描画客户采购行为画像，
有利于公司对客户的理解和把握，建立公司以数据分析为基础制定差异化精准营
销策略的决策框架。长远而言，也有助于公司提高客户粘性，提高公司销售平稳
度，增加公司的市场竞争力。
I
EMBA学位论文
作者：凌峰
A公司柴油产品精准营销策略研究
关键词：精准营销策略，K-means聚类，客户画像，STP，柴油产品
II
EMBA学位论文
作者：凌峰
A公司柴油产品精准营销策略研究
PRECISE MARKETING STRATEGY FOR DIESEL
PRODUCTS OF A CO., LTD.
ABSTRACT
With thecontinuous optimization andadjustment of China'spetrochemical
industry, the rapid development of high and new technology and the continuous
investment in new energy fields such as wind energy and electric energy, the market
competition in the traditional petroleum industry is becoming more and more severe. A
Corporation is a basic energy enterprise with the background of central enterprises,
which produces and sells gasoline, diesel and chemical products based on crude oil
processing. Although the company is integrating and reorganizing central enterprises
and its brand influence has been improved, the rapid development of new energy
automobile industry and the construction and operation of domestic large-scale refining
and chemical integration projects are also aggravating the situation of overcapacity in
the domestic refined oil market.The company lacks scientific customer classification
theory and tools, can only simply classify existing customers accordingto their
industries, and lackssystematic customer valueevaluation theory and methods,
resulting in the company's inability to formulate differentiated and accurate marketing
strategies with scientific theoretical basis and mature technical means, resulting in high
preferential amount of products in the sales process, The proportion of traders in the
customer structure is biased, the company's sales rhythm is unstable, and the market
competitiveness is greatly reduced.
In this thesis, themarket positioning theory (STP) and K-means clustering
algorithm are used to optimize the customer types of A company, and the precision
marketing strategy is formulated for the optimized customer types combined with 4Ps
marketing theory.first. Usingmacro environment analysis(PEST), competitive
environment analysis and internal environment analysis, we find the reasons for the
poor classification of customers. Secondly, the thesis uses the ERP Sales data of A
company to sort out and summarize the procurement data of existing customers, and
further subdivides the original five categories of customers into 14 types of customers
throughK-meansclusteringalgorithm. Accordingtotheresultsofcustomer
segmentation,draw aportraitforeachtype ofcustomers,extractthree key
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