基于RFM模型的烟草客户聚类分析研究

On the Cluster Analysis of Tobacco Customer Based on the RFM Model

随着客户细分理论的不断丰富和完善,构建合理的客户细分指标体系,借助聚类分析的方法,来实现对企业客户的细分。本文针对当前烟草公司在客户细分方面工作的不足,结合烟草行业及零售户的特征通过聚类分析实现烟草行业零售户的细分,帮助烟草公司实现零售户的合理分类,优化客户资源与卷烟货源的配置。

With the customer segmentation theory being enriched and perfected, by cluster analysis method, this paper constructs reasonable index system of customer segmentation and realizes the customer segmentation. Aiming at the disadvantage of current tobacco company in customer segmentation, the research through cluster analysis realizes the retailers of the tobacco industry subdivision and helps tobacco company achieve reasonable classification of retailers according to the characteristics of the tobacco industry and retailers, customer resources and configuration of the cigarette supply is also optimized.