基于改进RFM模型的网络消费者价值识别研究

发布时间：2018-04-30 05:43

本文选题：网络市场 + 消费者价值　；参考：《南华大学》2015年硕士论文

【摘要】：目前,社会各领域对开展网上交易已越来越重视,然而随着电商企业行业内的优胜劣汰趋势日益明显,竞争日益激烈,电商企业势必需要回归商业的本质,通过精细化的运营更好地生存。网络消费者数据的易获得性是电商企业识别消费者价值、因人制宜制定营销策略的一大优势,因此,明晰网络消费者价值衡量指标、构建网络消费者价值识别路径、进行网络消费者价值的分类以及挖掘核心消费者和重点消费者群体的特征是电商企业更好运营的必经之路。本文主要基于改进RFM模型对网络消费者价值衡量指标和价值识别路径进行研究。首先通过文献研究论证了RFM模型的改进方向和改进RFM模型实现的可能性;其次,通过问卷调研从电商运营实践中论证了改进RFM模型中的四大指标(R、F、M、S)在识别网络消费者价值方面的的代表性和适用性;接着按照网络消费者价值识别模型的设计思路,构建网络消费者价值识别模型,最后通过XX官方旗舰店这一案例的实证分析,证实了论文中构建的网络消费者价值识别模型的有效性和适用性。在研究方法上,将网络消费者价值的分类、RFMS模型、层次分析法、文本挖掘技术结合起来,实现了定性分析和定量分析的统一。从企业和消费者互为价值感受主体的视角来诠释网络消费者价值,并在该视角下结合网络市场特点对传统的RFM模型进行改进,然后在改进后的RFMS模型的基础上对网络消费者进行价值细分和价值识别是本文的主要创新点。论文为电商企业经营者识别网络消费者价值,对消费者进行价值细分,从而针对不同的客户群,有重点、有层次的分配企业资源,优先服务企业的核心客户,制定不同的营销策略提供了一个实用可行的方法。
[Abstract]:At present, more and more attention has been paid to online trading in various fields of society. However, with the trend of survival of the fittest in the ecommerce industry becoming more and more obvious and the competition becoming increasingly fierce, e-commerce enterprises are bound to return to the essence of business. Better survive through fine operation. The easy availability of online consumer data is a great advantage for e-commerce enterprises to identify consumer value and formulate marketing strategies according to people's conditions. Therefore, it is necessary to make clear the measurement index of online consumer value and to construct the path of online consumer value recognition. The only way for e-commerce enterprises to operate better is to classify the value of online consumers and to excavate the characteristics of core consumers and key consumer groups. Based on the improved RFM model, this paper studies the value measurement index and value recognition path of online consumers. Firstly, the improvement direction of RFM model and the possibility of implementing improved RFM model are demonstrated by literature research. Through the questionnaire investigation, the paper demonstrates the representativeness and applicability of the four indexes in the improved RFM model in identifying the value of network consumers from the practice of e-commerce operation, and then according to the design idea of the network consumer value recognition model, Finally, through the empirical analysis of the case of XX official flagship store, the validity and applicability of the online consumer value recognition model constructed in this paper are confirmed. In the research method, the classification RFMS model, the analytic hierarchy process and the text mining technology are combined to realize the unification of qualitative analysis and quantitative analysis. This paper interprets the value of online consumers from the perspective of enterprises and consumers as the main body of value perception, and improves the traditional RFM model according to the characteristics of the network market. Then, on the basis of the improved RFMS model, it is the main innovation of this paper to subdivide and recognize the value of network consumers. The paper identifies the network consumer value for the e-commerce enterprise operator, carries on the value subdivision to the consumer, thus aims at the different customer group, has the focal point, has the stratification distribution enterprise resources, the priority service enterprise core customer, The development of different marketing strategies provides a practical and feasible method.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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