RFM模型在网络营销中的数据集群设计与实现  

Design and Implementation of Data Clusters in the Online Marketing in the RFM Model

作　　者：张媛[1] 

机构地区：[1]太原大学外语师范学院,太原030012

出　　处：《重庆科技学院学报（自然科学版）》2014年第1期134-136,共3页Journal of Chongqing University of Science and Technology：Natural Sciences Edition

基　　金：山西省教育科学十二五规划课题(GH-11170)

摘　　要：我国的网上营销行业正处在一个高速发展的时期,但对于客户的售后服务需求分析却没有同步提高。以太原最大的网上营销服务商为研究对象,利用RFM模型对网上营销售后服务客户进行集群分析设计,通过客户售后服务数据分析提取系统所需数据,再使用集群分析工具将客户集群,对分析结果进行解释并提出相应的服务建议,进而提升客户的服务满意度,同时也可为网上营销商提供营销决策参考。China＇s Internet marketing industry is in a period of rapid development, but for the after sale service de- mand analysis of customers simultaneously raising is not done. Studying on Taiyuan＇s largest online marketing serv- ices as the object of study, analysis and design of online marketing service customer clusters are clone using the RFM model. Through the customer service data analysis extraction system, the required data can be got. Then u- sing the cluster analysis tools we will implement customer cluster, interpretation of results of the analysis and the corresponding service, and improve customer service satisfaction, but also it can provide reference for online mar- keting provider.

关 键 词：RFM 数据集群 软件服务 

分 类 号：F272.3[经济管理—企业管理]