Research On Customer Classification Of B2C E-Commerce Enterprises Based On Customer Value

With the rapid development of the Internet,the B2 C e-commerce model has gradually become the most active e-commerce model in China.Its customer base is getting larger and larger,and the competition for customer resources has become the focus of competition among B2 C e-commerce companies.In the context of the popularity of online shopping,for customers,there will be more e-commerce companies to choose from.For e-commerce companies,customers' business information can be obtained at low cost and high efficiency.The rapid flow of information between customers and e-commerce companies has caused the customer resources of B2 C e-commerce companies to easily flow to competitors.Therefore,how to effectively mine customer value through data analysis,classify customers,and reduce customer churn has become a core management task for B2 C e-commerce companies.The research on customer classification in this article is also to help B2 C e-commerce enterprises to improve customer management methods,reduce enterprise customer churn rate,and improve enterprise competitiveness.First,based on the consumption characteristics of B2 C e-commerce enterprise customers,determine the B2 C e-commerce enterprise customer classification indicators based on customer value,use the analytic hierarchy process to calculate the weight of each indicator,and further analyze the importance of each indicator.Then,a clustering algorithm combining K-means and PSO particle swarm is used to classify customers,and the classification results are combined with the index weights to calculate the current value and potential value of each cluster center.Finally,the above research conclusions are applied in JH e-commerce enterprises.According to the current value and potential value,customers are divided into four categories: diamond customers,gold customers,silver customers,and bronze customers.Propose corresponding service strategies for different types of customer groups.