K-means聚类算法在民航客户细分中的应用

Application of K-means algorithm to civil aviation customer segmentation

针对客户关系管理中客户价值这一问题,通过对航空公司现有数据仓库中客户信息的分析,采用数据挖掘技术中的K-means聚类算法建立民航客户细分模型,并通过实验将民航客户细分为3类,提出了对这3类航空客户的相关营销策略。实验结果表明该方法能突出客户之间的行为特征差异,更加准确地划分客户类型,进而使得客户价值约提高30%。

This paper aims at studying the problem of customer value in customer relationship management according to current airline data warehouse. The K-means clustering algorithm is used to build an aviation customer segmentation model which makes the customers classified into three types, and the relative marketing strategies were put forward accordingly. Experimental results show that the method can highlight the differences between samples, calculating the customer value more properly, and the customer value is improved by nearly 30%.