基于聚类分析的基金公司用户价值分析

发布时间：2018-04-30 14:35

本文选题：用户关系管理 + RFM模型　；参考：《山东大学》2017年硕士论文

【摘要】：近年来,以互联网技术为基础的电子商务对于传统经济和金融领域造成了不小的冲击。过去的金融产品主要是针对高净值用户和少数具有投资理财意识的人群,而金融企业也都是以产品为核心,针对产品本身设计营销策略。而随着信息时代的到来,越来越多企业已经意识到应该把更多的资源投放到用户身上,企业竞争由之前抢占市场份额的直接竞争,逐渐演变成对于优质用户的竞争。传统金融产品的营销方式相对单一,过于依赖于银行,这种方式很难触达随着互联网发展长大的这一批用户,更无法为他们提供个性化服务。而在互联网信息技术发展相对成熟的今天,企业能够通过更先进的技术进一步获得用户的真实需求,并根据不同的需求定制相应的产品或服务。为了更好的了解不同用户群体对于企业的价值,本文从基金公司用户价值管理的角度出发,基于用户关系管理的传统RFM模型的基础上,结合基金公司业务在原有模型基础上增加了用户注册时间(L)和产生的手续费(C)这两个指标,形成了针对基金公司用户的LFRMC模型。通过对基金公司用户在一段时间内的申购基金的交易行为数据进行聚类分析,将用户分成重要保持客户、重要发展客户、重要挽留用户、一般用户、低价值用户五个用户群,然后通过对不同的用户群进行特征分析,从分析结果来看,这五类用户群有着明显的特征差异,其对于基金公司不同类型的产品有着不同的偏好程度,根据每一个用户群的价值特征,制定具有针对性的营销策略。总的来说,通过对基金公司用户进行分类,然后通过每一类用户群所形成的用户画像去定义其价值,并采用分层营销这一策略能够较好的优化基金公司现有用户的价值和粘性,对于公司的长期发展有着十分积极的作用。
[Abstract]:In recent years, electronic commerce based on Internet technology has caused a great impact on the traditional economic and financial fields. In the past, the financial products were mainly aimed at the high net worth users and a few people with the consciousness of investment and financial management, and the financial enterprises also focused on the products and designed marketing strategies for the products themselves. With the arrival of the information age, more and more enterprises have realized that more and more resources should be invested on the users. The competition of enterprises has evolved from the direct competition of preemptive market share to the competition of high quality users. The traditional financial products marketing method is relatively single, too dependent on banks, this way is difficult to reach with the development of the Internet this group of users, not to mention the provision of personalized services for them. Nowadays, with the development of Internet information technology, enterprises can obtain the real needs of users through more advanced technology, and customize the corresponding products or services according to different needs. In order to better understand the value of different user groups to the enterprise, this paper starts from the perspective of user value management of the fund company, based on the traditional RFM model of user relationship management. Based on the original model, the LFRMC model for the users of the fund company is formed by combining the two indexes of the business of the fund company, that is, adding the user registration time (L) and generating the service fee (C). By clustering and analyzing the transaction behavior data of fund company users in a certain period of time, the users are divided into five groups: important maintenance customers, important development customers, important retention users, general users, and low value users. Then through the characteristic analysis of different user groups, from the analysis results, the five user groups have obvious differences in characteristics, and they have different preferences for different types of products of the fund company. According to the value characteristics of each user group, a targeted marketing strategy is made. In general, by classifying the users of the fund company, then defining its value through the user portrait formed by each group of users, and adopting the strategy of hierarchical marketing, we can better optimize the value and stickiness of the existing users of the fund company. For the long-term development of the company has a very positive role.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.39;F274

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