Abstract: Aiming at the problem of scientific identification of service demand and reasonable allocation of enterprise resources, a method for service demand identification oriented towards individual advantage is proposed. Firstly, the method of personalized advantage discrimination is used to calculate the weight structure of each customer's demand index; On this basis, cluster analysis is carried out and the first main melody of service demand identified. Then, according to the similarity between the structure of each customer demand parameter and the first main melody, the degree of personalization of customer's demand is described and graded. In addition, RFM model is used to measure customer value and divide the grade based on the result. Furthermore, it uses the nine grid matrix to display the final result of service demand identification integrating the degree of personalized demand and the grade of customer value. Finally, the feasibility and effectiveness of the method are verified by taking S university courier service demand identification as an example.