交易数据的百货商场客户细分研究

Research on Customer Segmentation with Transaction Data of a Department Store

激烈的市场竞争环境下,优质的客户细分已经成为企业成功的关键.当今信息化的发展带来了数据的爆炸性增长,为企业进行客户细分提供了优越条件.文中采用两步聚类法,对百货商场积累的客户交易数据从不同角度进行客户细分.集中对商场2010年贡献80%利润的5498名优质客户的交易数据,从客户消费总体行为和客户购买偏好两方面进行实证分析,并制定相应的营销策略.

In the fierce market competition ,segmentation of high quality customers has already become the key for enterprises to succeed .Nowadays ,informatization has brought explosive growth in data , w hich provides favorable conditions for customer segmentation .With the accumulation of customer transaction data ,we segmented customers of a department store from different aspects by using two-step clustering .An empirical analysis of the the transaction data of 5498 customers .who had contributed 80%profit in 2010 ,was made from two aspects of customer overall consumption behavior and customer purchase preference ,with the corresponding marketing strategy formulated .