Research On Value Identification Of E-commerce Customers Based On Improved RFM Model

With the rapid development of information technology and e-commerce,the management philosophy of enterprises has changed.In order to realize the sustainable development of the enterprise,customers and how to implement good customer relationship management have become the competitive resources of the enterprise and the important task of enterprise management.However,because the value of consumers to the enterprise is not the same,and the loyalty of consumers to the enterprise is also affected by a variety of factors,so that how enterprises recognize customers,how to manage customers,how to retain customers,and how to use customer relationship management to build the core competitiveness of an enterprise are facing a enormous challenge.Therefore,in the background of the "customer economy" era,how to effectively segment consumers,and then identify their different values of consumers,so as to effectively manage them and allocate marketing resources is an urgent problem to be solved in the process of enterprises development.Based on customer segmentation theory,customer value theory,consumer behavior theory and customer relationship management theory,this paper takes e-commerce online shopping as the research background,takes e-commerce platform consumer behavior data as the research sample,and takes data mining and other related technologies as research methods.The problem to be studied is how to identify the value of e-commerce customers in the background of "customer-centered" enterprise management philosophy.Firstly,according to the characteristics of e-commerce customers,an e-commerce customer value evaluation system is constructed based on the traditional RFM model by improving the RFM model.At the same time,the rationality of the value evaluation system is tested by factor analysis method,and the weight of each index is solved by combination weighting method to determine the subdivision index of e-commerce customer value;Secondly,the e-commerce customers are subdivided by K-means clustering algorithm,and the characteristics of different types of e-commerce customers are identified by its value matrix;Finally,in order to manage the customers with different value obtained by subdividing the value of e-commerce customers by using the improved RFM model,this paper analyzes the related characteristics of customers with different value,and puts forward the promotion strategies of customer relationship management for e-commerce customers with different value.Empirical analysis shows that,compared with existing research,the evaluation system of e-commerce customer value proposed in this paper is objective.Compared with the traditional RFM customer segmentation model,the improved RFM model has a better segmentation results.For enterprises,different customers have different values,and customers with different values have different behavioral characteristics.Only by deepening the understanding of customers,can enterprises carry out differentiated management and marketing strategies for different customers,so as to meet the various needs of customers and gain a leading edge in the fierce market competition.