文档介绍：摘要
随着互联网的发展,B2C电子商务更倾向于个人化的服务。因此,如何尽可能满
足更多客户的个性化要求,需要企业做出衡量,哪些客户是价值客户,如何度量客
户价值并根据客户价值进行细分,从而制定相应的客户营销管理策略,是B2C企业成
功的关键因素。本文正是从上述目的出发,将传统的客户终生价值度量模型和B2C环
境相结合,从而得出B2C环境下的客户终生价值的度量方法,并引入客户关系管理中
的客户细分应用,将理论模型和实际应用结合起来,并针对不同的客户细分群提出
了一系列企业营销策略,促进企业提高我国B2C企业的客户的忠诚度。
客户价值可以从企业对客户的价值和客户对企业的价值两个方面进行研究。本文
着眼于客户对企业的价值(即客户终生价值),通过对传统的客户终生价值度量模型
分析以及其在客户细分中的应用分析,利用 Markov Chain Model 良好的灵活性和预
测特征以及 RFM(Recency, Frequency, ary)模型对于客户历史行为综合分析与
应用上,将 Markov Chain 和 RFM 相结合,改进传统的 RFM 模型,增加客户的会话
数据建立了适合 B2C 环境的客户终生价值度量模型,从而更为准确地做出了客户价
值预测,为 B2C 企业准确的进行客户细分,制定相应的客户营销管理策略奠定了基
础。
客户细分作为制定出有效的客户营销策略的关键,文中采用 K—means 数据挖掘
方法进行基于客户终生价值的客户细分,针对不同的客户细分群分析了其行为特征,
并提出相应的客户细分群的营销策略。
最后总结了现有研究工作,并对进一步完善电子商务市场中客户终生价值度量和
客户细分工作提出了自己的看法。
关键词:B2C 客户终生价值客户关系营销客户细分 Markov Chain RFM
K—means聚类
I
Abstract
With the rapid development of the , B2C is prone to be a more personalized service.
In order to meet the needs of customers’ individualization, these B2C providers need to
balance the customer promoting expenditure and the revenues from promoting activities.
Then some problems that who are profitable customers, how to evaluate the profits they
have brought in their lifetime and how to segment customer by their profits, and how to
make promoting policies according to the segmentation, essentially affected theses B2C
providers’ ess. In order to solve these problems, this article employs the Customer
Lifetime Value Model into the B2C context and proposes a Customer Lifetime Prediction
Model, and then applies it into customer segmentation. After that, the author put forwards
some marketing strategies in an instance, according to different segmentation.
Customer Lifetime Value can be seen from both the customers’ perspective panies’
perspective, while this article analyzes the Customer Lifetime Value models and its
applications from pany’s perspective. On the basis of the flexibility and predictive
features of Markov Chain Model and the analysis of customers’ hi