基于RFM多层级客户价值模型的客户细分研究

发布时间：2018-03-21 15:35

本文选题：客户细分　切入点：客户生命周期价值　出处：《商业经济研究》2017年05期 　论文类型：期刊论文

【摘要】：传统的RFM模型被广泛地应用于各类零售企业、银行和通信等行业,通过对基于RFM模型的客户细分的应用研究,本文首次提出对于零售企业的基于RFM模型的客户终身价值的评价应该对企业的所有产品分类,创建基于RFM的多层级客户价值模型,并利用SQL server 2000中的Northwind数据库对这个模型进行实证研究。首先比较传统模型和多层级模型的客户终身价值的分布,然后对个人客户的分产品的客户价值、传统模型客户终身价值和多层级模型的客户终身价值作为细分变量聚类,结合客户终身价值分析不同类别产品的客户价值,挖掘出运用传统RFM模型进行客户细分隐藏的部分重要的客户信息,对管理人员制定营销策略有很好的实践价值,并验证了该模型的有效性。
[Abstract]:The traditional RFM model is widely used in various types of retail enterprises, banking and telecommunications industries, through the application of RFM model based on customer segmentation, this paper proposes for the first time for the retail enterprises in the evaluation of customer lifetime value based on the RFM model for all products classification of enterprises, create a multi-level model of customer value RFM based on the 2000 and Northwind database in the empirical study of this model by using SQL server. The distribution of customer lifetime value first compared to the traditional model and a multi-layer model, and then the product of the individual customer's customer value, customer lifetime value and a multi-layer model of traditional model of customer segmentation variables as clustering, combined with customer lifetime value analysis of products of different categories of customer value, dig out the use of traditional RFM model of customer segmentation in the hidden part of the customer letter important It has a good practical value for managers to formulate marketing strategies and validates the effectiveness of the model.

【作者单位】：暨南大学管理学院;广东交通职业技术学院;广东高校船舶自动化系统集成工程技术开发中心;
【基金】：广东省自然科学基金(9151063201000064)
【分类号】：F274

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