基于RFM模型的铁路保价运输客户细分

Customer segmentation of railway insured transport based on RFM model

随着铁路货运改革的深入推进和企业营销模式的不断创新,铁路运输市场竞争愈发激烈。基于此,以L铁路局保价运输客户为研究对象,将客户划分为大宗稳定和零散白货两类客户,利用RFM模型筛选出典型用户并进行客户细分。在此基础上,选取黄金客户、重要挽留客户、潜力客户三种具有代表性的客户群体,进行用户画像实证研究。接着选取运输货物品类、到达省区、平均运距、平均保价收入四个指标构建用户画像,旨在深入挖掘客户潜在信息,为企业更好地了解客户、优化运营策略、判断市场走向提供参考依据。最后从4P、4C的营销理论出发,结合用户画像为三种客户群体制定具体营销策略,为铁路货运营销工作从经验支撑向数据支撑的转变提供理论依据。

With the deepening of railway freight reform and the continuous innovation of enterprise marketing mode,the competition in railway transport market is becoming more and more fierce.Based on this,this paper takes the insured transport customers of L Railway Bureau as the research object,divides the customers into bulk stable customers and scattered white goods customers,and uses RFM model to screen out typical users and subdivide them.On this basis,this paper selects three representative customer groups,namely gold customers,important retention customers and potential customers,to conduct empirical research on user portraits.Then,four indexes including goods category,arrival province,average freight distance and average insured income are selected to construct user portrait,aiming at digging into customer potential information and providing reference for enterprises to better understand customers,optimize operation strategy and judge market trend.Finally,starting from 4P and 4C marketing theories,the paper makes specific marketing strategies for three customer groups by combining user portraits,which provides theoretical basis for the transformation of railway freight marketing from experience support to data support.