Analysis On The Value Of Fund Company Based On Clustering

With the development of Internet technology,e-commerce is rising at an alarming rate,which has formed a little impact on the traditional economy and finance.Financial products in the past are mainly targeted at high net worth users and a handful of people with a sense of investment finance,products are the core of financial enterprises,usually designing marketing strategy for the product itself.With the advent of the information age,more and more enterprises have realized that more resources should be put into the users,the enterprise competition by the prior market share of the direct competition,gradually evolved into the competition for high-quality users.Traditional financial products are relatively simple in marketing,relying too much on the bank,this way is difficult to reach the development of the Internet as the growing up of users,unable to provide them with personalized services.In the development of the Internet Information technology is relatively mature today,enterprises can further obtain the real needs of users through more advanced technology,and according to different needs to tailor the corresponding products or services.In order to understand the value of different user groups for the enterprise better,this article from the Fund company user value Management point of view,based on the traditional RFM model of user relationship management;,combining the fund company's business to increase the user registration time(1)and the processing fee(c)The result of the original model,the LFRMC model is formed for the users of the fund company.Through clustering analysis on the data of fund company users who purchasing the fund's transaction in a period of time,the user to be divided into important customer,important development customers,important retention users,the general user,low-value user five user groups,and then through the analysis of different groups of users.From the analysis for the results,the five groups of users have distinct characteristics,they have different preferences for the different types of the fund company's products.According to the value of each user group,we need to develop targeted marketing strategies.Overall,through the classification of the fund company users,define the value through each type of user group formed by the user portrait and adopt a hierarchical marketing strategy that can better optimize the value and stickiness of the fund company's existing users,which has a very positive role for the long-term development of the company.