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铁道科学与工程学报

JOURNAL OF RAILWAY SCIENCE AND ENGINEERING

第11卷    第1期    总第57期    2014年2月

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文章编号:1672-7029(2014)01-0112-06
基于改进RFM模型的铁路快捷货运客户市场细分方法
帅斌,邓绍蔚,黄丽霞

(西南交通大学 交通运输与物流学院,四川 成都 610031)

摘 要: 随着铁路货运改革的深入,传统的客户分类方式不能适应铁路市场化和物流化的发展趋势。基于此,提出铁路快捷货运客户市场细分的RFM模型,通过AHP法得到铁路快货行业RFM指标的权重,应用K-均值聚类法对客户进行分类,并分析各类客户的客户等级,结合指标权重对各类客户进行顾客终身价值比较分析,为铁路货运企业制定针对性营销及个性化服务提供理论依据。

 

关键字: 铁路快捷货运;客户分类;RFM模型;K-均值聚类法

Railway express freight consumer market segmentation based on improved RFM model
SHUAI Bin, DENG Shaowei, HUANG Lixia

School of Transportation and Logistics, Southwest Jiaotong University, Chengdu 610031, China

Abstract:With the in-depth reform of rail freight, traditional consumer classification cannot meet the railway market and logistics development trend. Therefore in this paper, the RFM model of railway express freight consumer was proposed. The weight of the RFM indexes was obtained through AHP method and the K-means cluster method was used to group customers. Also the hierarchy of every customer group was analyzed, and the customer life time value of every consumer group was comparatively estimated according to the weight of RFM,which affords theoretical reference to establish targeted marketing and individual service for railway freight enterprises.

 

Key words: railway express freight; consumer classification; RFM model; K-means cluster

ISSN 1672-7029
CN 43-1423/U

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