基于客户价值的服装电商消费者细分研究

Research of Garment Electronic Commerce Customer Segmentation Based on Customer Value

针对服装电子商务消费者的特点结合RFM和LTV模型,提出适用于电商环境下的服装消费者的SPC细分模型,为服装电商运营中的客户管理提出了全新的思路.运用层次分析法确定了各项指标的权重,根据消费者在每项指标中的取值不同将消费者分为8个类型,并根据消费者细分的结果对每类消费者的特征和企业应采用的措施进行分析.最后将所建立的模型运用在实际服装品牌电商销售数据上,运用K-means聚类算法进行消费者细分,实验结果证明了本文所提出细分方法的有效性和可行性.

In this paper, a SPC customer segmentation model was presented based on the character- istics of customers doing fashion e-commerce and combined with RFM and LTV model,which is suit- able for the consumers in garment e-commerce environment and helpful for the put forward of new i- deas in the customer management of garment enterprises. By using AHP method, the weights of each indicator in this segmentation model were obtained. Consumers was classified into eight types ac- cording to the different index value, and the characteristics of each kind of customer as well as the marketing measures enterprise adopted was analyzed according to the results of consumer segmenta- tion. Finally,the customer segmentation model was adopted in the e-commerce sales data of actual clothing brand by using the K-means clustering algorithm, and the results show the effectiveness and feasibility of the e-commerce customer segmentation model proposed in this paper.