基于RFMT的物流公司大客户营销策略研究——以南昌佳吉快运为例  

Study on Logistics Enterprises' Big Customer Marketing Strategy Based on RFMT:In the Case of Nanchang Jiaji Express

作　　者：徐静[1] 王虹斌[1] 

机构地区：[1]华东交通大学工业工程与物流系,江西南昌330013

出　　处：《物流技术》2013年第7期208-212,共5页Logistics Technology

摘　　要：以佳吉快运公司为例,分析了大客户的现状以及大客户营销存在的问题。创立RFMT模型的四个划分因素,替代佳吉快运公司原来只以发货金额来划分客户的单一因素,结合K-Means算法和客户关系生命周期,将佳吉快运公司现有的大客户重新细分为4类,针对这4类不同的客户制定了有针对性的营销策略,诸如病毒式营销、差异化营销以及客户见证式营销等。改进后的划分方法更加具有系统性,更能满足客户对服务质量的要求,更加具有针对性以及合理性。In this paper in the case of Nanchang Jiaji Express Company, we analyzed the current status of its big customers and the problems in big customer marketing, used the four dividing factors of the RFMT model to replace the single factor that the company used to classify the customers, that is, shipment value. Then in connection with the K-Means algorithm and customer relationship life circle, we divided the current big customers of the company into four groups and for each of them formulated corresponding marketing strategies such as viral marketing, differentiated marketing and customer witnessing marketing, etc.

关 键 词：营销策略 RFMT模型 K-MEANS算法 客户关系生命周期 佳吉快运 

分 类 号：F274[经济管理—企业管理]