The Research On VIP Customers Of Brand C Based On Date Mining

There is intense competition in the domestic retail apparel brands and customers become the focus of each brand.Although retail brands has accumulated a large of VIP information,still can not cope with the growing customer loss.What can be done to the management and maintenance of VIP customers,improving customer loyalty,and reducing customer loss have become one of the most concerned topic in companies.Based on enterprise practice,the essay focus on the study of the VIP customer of clothing brand C.Make a whole understanding of the basic situation of VIP customers overall and each store in the year 2008?2013 at first,and find that the problem of the VIP customers loss is serious in general.Secondly,from the perspective of data mining,using the RFM model combined the cluster analysis method to subdivide the VIP customers of brand C.The results get three types of customers different in features,as the high quality customers,potential customers and easy-loss customers.Then emphatically analyze the easy-loss customers groups and look for the reason.There are many reasons for the loss of customers.This paper combining the theory of customer loss finds customer loss factors from eight dimensions such as product,price,promotion.From the perspective of employees and customers researches the reasons for the loss of customers in the survey.According to a comprehensive analysis and comparison of the obtained data,obtain the reasons and providing enterprises with the basis of VIP management and decision.Finally from the aspects of VIP management system,process,propose appropriate maintenance strategy recommendations for enterprise.Concrete suggestions to the reform of enterprise information,planning,work process,personnel responsibilities,thus the research can be applied with a certain value.