计算机应用 ›› 2012, Vol. 32 ›› Issue (05): 1439-1442.

• 典型应用 • 上一篇    下一篇

基于改进RFM模型的电子商务客户细分

徐翔斌1,2,王佳强1,涂欢1,穆明1   

  1. 1. 华东交通大学 机电工程学院,南昌330013
    2. 中南大学 交通运输工程学院,长沙410083
  • 收稿日期:2011-11-01 修回日期:2011-12-15 发布日期:2012-05-01 出版日期:2012-05-01
  • 通讯作者: 王佳强
  • 作者简介:徐翔斌(1975-),男,江西湖口人,副教授,博士,主要研究方向:知识管理、供应链管理;王佳强(1984-),男,福建南平人,硕士研究生,主要研究方向:智能电子商务;涂欢(1987-),男,江西南昌人,硕士研究生,主要研究方向:复杂网络;穆明(1987-),男,湖北荆州人,硕士研究生,主要研究方向:模拟计算。
  • 基金资助:

    国家863计划项目(2009AA04Z106);江西省自然科学基金资助项目(2009GZS0015);江西省教育厅科技公关项目(GJJ10467)

Customer classification of E-commerce based on improved RFM model

XU Xiang-bin1,2,WANG Jia-qiang1,TU Huan1,MU Ming1   

  1. 1. School of Mechanical and Electrical Engineering, East China Jiaotong University, Nanchang Jiangxi 330013, China
    2. School of Traffic and Transportation Engineering, Central South University, Changsha Hunan 410083, China
  • Received:2011-11-01 Revised:2011-12-15 Online:2012-05-01 Published:2012-05-01
  • Contact: WANG Jia-qiang
  • Supported by:

    ;Natural Sciences Foundation of Jiangxi Province

摘要: 对电子商务企业的客户进行准确细分,采取相应的营销策略,是电子商务发展的重要环节。在传统零售行业客户细分的RFM模型上,引入总利润属性,创建RFP模型,使用数据挖掘K-Means算法对某电子商务企业客户进行聚类分析,与RFM模型比较,并分析了模型属性的关联性对聚类结果的影响,得出了模型比较的六个结论和四个营销策略,能为电子商务行业以及其他销售行业提出相关营销策略。

关键词: 电子商务, 数据挖掘, RFM模型, 聚类分析, 客户细分

Abstract: It is essential to classify E-commerce customers accurately and take suitable marketing strategy for the development of E-commerce. Based on the RFM (Recency,Frequency,Monetary) model used in customer classification of traditional retail, the total profit attributes were introduced to set RFP model and K-Means clustering method was used to analyze customers of a firm in E-commerce and compared with the RFM model. The relevance of model attributes impact on clustering results was analyzed. Finally, the paper gets six conclusions about the comparison between the both models and puts forward four strategies for E-Commerce and other sales industries.

Key words: E-commerce, data mining, RFM (Recency,Frequency,Monetary) model, cluster analysis, customer classification

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