| 基于RFM模型方法的忠诚计划会员顾客价值识别研究 |
| |
| 引用本文： | 孙瑛,马宝龙,李金林.基于RFM模型方法的忠诚计划会员顾客价值识别研究[J].数学的实践与认识,2011,41(15). |
| |
| 作者姓名： | 孙瑛 马宝龙 李金林 |
| |
| 作者单位： | 北京理工大学管理与经济学院,北京,100081 |
| |
| 基金项目： | 国家自然科学基金(71002102); 教育部人文社会科学研究青年基金(09YJC630136) |
| |
| 摘 要： | 尽管顾客忠诚计划已作为一种关系营销手段在企业中得到了广泛的应用,但却很少有研究关注如何利用忠诚计划收集的顾客交易数据对会员顾客进行价值识别和细分.基于RFM模型及聚类分析方法,提供了一种对忠诚计划会员顾客进行价值识别与细分的方法,并利用一家购物中心的会员顾客交易数据对该方法进行了实证分析.结果表明该方法不仅从统计意义上可以区分开具有差异的会员顾客群体,而且从管理意义上也可找出不同顾客群体间的差异特征,从而为企业针对差异化的顾客实现服务及产品的定制化和差异化提供了理论基础和方法.
|
| 关 键 词： | 忠诚计划 顾客价值 RFM模型 |
Customer Values Analysis for Loyalty Program Memberships Based on RFM Model |
| |
| SUN Ying,MA Bao-long,LI Jin-lin.Customer Values Analysis for Loyalty Program Memberships Based on RFM Model[J].Mathematics in Practice and Theory,2011,41(15). |
| |
| Authors: | SUN Ying MA Bao-long LI Jin-lin |
| |
| Affiliation: | SUN Ying,MA Bao-long,LI Jin-lin (School of Management and Economics,Beijing Institute of Technology,Beijing 100081,China) |
| |
| Abstract: | Despite the proliferation of reward programs in the academic marketing literature and companies' marketing strategies,there is little research that focuses on how to segment customers and find out the valuable customer within a reward programs.The paper develops a method based on RFM model and cluster analysis to target valuable customers. The validity of our method is statistically tested using a reward program database of a shopping mall in Beijing.The results show that the method not only can target and ... |
| |
| Keywords: | loyalty programs customer values RFM model |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
