基于改进RFM模型的铁路快捷货运客户市场细分方法  

Railway express freight consumer market segmentation based on improved RFM model

作　　者：帅斌[1] 邓绍蔚 黄丽霞[1] 

机构地区：[1]西南交通大学交通运输与物流学院,四川成都610031

出　　处：《铁道科学与工程学报》2014年第1期112-117,共6页Journal of Railway Science and Engineering

基　　金：铁道部科技计划重点项目资助项目(2012X012-F)

摘　　要：随着铁路货运改革的深入,传统的客户分类方式不能适应铁路市场化和物流化的发展趋势。基于此,提出铁路快捷货运客户市场细分的RFM模型,通过AHP法得到铁路快货行业RFM指标的权重,应用K-均值聚类法对客户进行分类,并分析各类客户的客户等级,结合指标权重对各类客户进行顾客终身价值比较分析,为铁路货运企业制定针对性营销及个性化服务提供理论依据。With the in - depth reform of rail freight, traditional consumer market and logistics development trend. Therefore in this paper, the RFM sumer was proposed. The weight of the RFM indexes was obtained through classification cannot meet the railway model of railway express freight con- AHP method and the K - means cluster method was used to group customers. Also the hierarchy of every customer group was analyzed, and the customer life time value of every consumer group was comparatively estimated according to the weight of RFM, which affords theoretical reference to establish targeted marketing and individual service for railway freight enterorises.

关 键 词：铁路快捷货运 客户分类 RFM模型 K-均值聚类法 

分 类 号：U294.1[交通运输工程—交通运输规划与管理]