基于多維數(shù)據(jù)的零售客戶價值分類模型構(gòu)建與應(yīng)用

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摘要：該文利用海量業(yè)務(wù)數(shù)據(jù)、客戶數(shù)據(jù)和旅游市場環(huán)境數(shù)據(jù)，基于K-MEANS聚類算法模型及RFM客戶價值分析模型，對長沙旅游市場零售客戶進(jìn)行價值類型識別，進(jìn)而根據(jù)4P營銷理論對不同類型客戶制定精準(zhǔn)化營銷策略。

關(guān)鍵詞：煙草；K-MEANS；RFM模型；客戶價值分類；4P營銷理論

doi：10.3969/J.ISSN.1672-7274.2024.12.003

中圖分類號：TP 393.02            文獻(xiàn)標(biāo)志碼：B            文章編碼：1672-7274（2024）12-000-03

Construction and Application of Retail Customer Value Classification Model Based on Multidimensional Data

LI Ke LI Yue GAO Xiang YIN Huan

（1. Hunan Tobacco Company Changsha Branch， Marketing Center， Changsha 410000， China;

2. Changsha Tobacco Company Wangcheng Branch， Customer Service Branch， Changsha 410200， China;

3. Changsha Tianxin Ge Big Data Research Institute， Changsha 410017， China）

Abstract： This article uses massive business data， customer data， and tourism market environment data， based on the K-MEANS clustering algorithm model and RFM customer value analysis model， to identify the value types of retail customers in the Changsha tourism market， and then formulate precise marketing strategies for different types of customers according to the 4P marketing theory.

Keywords： tobacco; K-MEANS; RFM model; customer value classification; 4P marketing theory

隨著網(wǎng)紅長沙旅游產(chǎn)業(yè)的持續(xù)興旺，在長沙旅游市場中的卷煙生態(tài)也發(fā)生深刻變化，呈現(xiàn)出新的規(guī)律和趨勢。（剩余2940字）