基于新三维客户细分模型的线上会员客户价值研究

从客户的当前价值、潜在价值、忠诚度价值三个方面出发,建立适用于线上企业的会员客户价值评价指标体系。同时,在传统RFM模型的基础上构建了新三维的客户细分模型,并根据改进的客户价值细分维度进一步细分客户,利用主成分分析法计算每个客户群的价值得分。最终选取某网站的会员客户数据进行算例分析,通过识别不同客户群体、价值和状态,为企业实施精准营销提供更加细致的客户细分依据。

The Research of Online Member Customer Value Based on the New Three-dimensional Customer Segment Model

Under the crossover trend of Internet ,the business environment of the enterprise is constantly changing ,and the maintenance and development of the customer market is facing more and more challenges .This paper proposes a new customer value evaluation index system of online enterprise from the view of current value , potential value and loyalty value . Meanwhile we propose a new three‐dimensional customer segmentation model based on the traditional RFM model ,and segment customers based on the improvement of customer value segmentation dimensions ,w hich use the principal component analysis method to calculate the value of each customer group .Finally ,we select member customer data of a website for example analysis ,and provide more detailed customer segmentation basis for enterprises to implement the accurate marketing by identifying different customer groups ,values and status .