RFM客户细分模型应用分析与展望

Application Analysis and Prospect of RFM Customer Segmentation Model

RFM模型是一种客户细分模型,面临着不同的应用场景,其特征内涵和作用机制也不相同。本文在较为系统回顾RFM模型发展历程、指标赋权和应用场景及其价值的基础上,剖析了现有研究的缺陷,结合理论与应用需求,从指标改进、赋权方法、分类标准、应用领域四个方面提出研究展望。

RFM model is a customer segmentation model,which faces different application scenarios,and its characteristic connotation and action mechanism are also different.On the basis of systematically reviewing the development history,index weighting,application scenarios and value of RFM model,this paper analyzes the defects of existing research,and puts forward the research prospect from four aspects:index improvement,weighting method,classification standard and application field.