Enterprise Marketing Resource Allocation Study: Based on the Customer Value Analysis

Abstract

The allocation of marketing resource is the basis of marketing activities, which is one of the core tasks of enterprises CRM either. In this study, we classified the enterprise marketing resources and proposed the method to determine the amount available for distribution of marketing resources. In order to realize the rational allocation of enterprises limited resources, we regarded the customer value as the benchmark of enterprise marketing resources allocation. Finally, taking an enterprise as an example, the paper realized the quantitative distribution of enterprise marketing resources based on the cluster analysis of the enterprise customer value using SAS software.