The Application Research Of Cluster Analysis In Caifupai Customer Segmentation

Since 2013,with the successful operation of "Yuebao",many large Internet companies are targeting the Internet finance as a big cake,the word "Internet finance" gradually became known.With the support of payments,loans,funds,insurance,financing and other fields,Internet finance has entered a period of rapid development,large and small Internet financial companies such as emerging like bamboo shoots after a spring rain.Internet finance brings convenience to people,its fundamental purpose is to benefit the public.But not as successful as people think,in the development process of Internet financial companies,there have been some bottlenecks.This paper based on the SWOT analytic method to research the Internet financial company’s strategic position,combining the actual operation situation of Caifupai platform,based on customer relationship management theory,using the Weka’s clustering analysis subdividing users,and put forward suitable for Caifupai platform development system and marketing strategy.In this paper,the theory basis for reference in the CRM concept:effective application of customer segmentation is the key to build enterprise core competitive ability.In view of the present Caifupai platform take on financial planner users and non-financial planner users two kind of customers to take different marketing and service of a single strategy, and fails to take into account customer service type changes this complex random factors situation.With Caifupai platform user data,we research the user segmentation and its application in data analysis.In order to develop other firms cannot easily copy the membership system and marketing strategy,and find a suitable and outstanding solution.This paper first introduces the development of the Internet finance and the development of Caifupai platform,through the SWOT analysis to find the bottleneck of platform development.Again, this paper introduces the basic concepts of data mining and the process of data mining and the advantages and disadvantages of K-means and EM algorithm.Then,through the different weka’s clustering analysis for Caifupai platform,comparing the user segmentation results find reasonable,apply to the whole platform management and operation of the user segmentation model. Finally,combined with the clustering analysis of user segmentation results,make the marketing strategy and member system suitable for the development of the company.