A Study On The Strategy Of Maintaining Customer Loyalty Based On The Customer Churn Model

With the gradual decline in the growth rate of users and sales volume on electronic platforms,to prevent customer churn and improve strategy on customer loyalty maintenance becomes the most important issue of electronic suppliers.Apparel is one of the largest categories on electronic business platform.The A apparel electricity supplier in the top ten of taobao.com,is a typical electricity suppliers bothered by user churn.Therefore,this article selects the A apparel electricity supplier as the research object.This paper introduces the theory of user churn and early warning model,and expounds the operation situation,user characteristics and the current situation of user loss of The A apparel electricity supplier.Starting from the current situation of the A apparel electricity supplier,combined with the historical data of its taobao.com official store,this paper builds customer churn warning model.To build the model,it uses the logic regression algorithm and C5.0 algorithm,and extends the classical RFM model by introducing new variables.The newly built RFMDT customer churn model can predict the probability of losing users.This paper constructs the user value-the loss probability matrix from the two dimensions of customer value and customer churn probability.Based on the matrix and the actual situation of customer churn management and insufficiency in the A supplier,it develops customer loyalty maintenance strategy.Hope that this paper can give some practical reference to other electricity suppliers in customer churn,but not limited to apparel suppliers.