[1]刘小红,郑茵妮.基于RFM模型的品牌服装会员价格容忍度和忠诚度的关联[J].服装学报,2020,5(04):372-376.
　LIU Xiaohong,ZHENG Yinni.Relationship Between Price Tolerance and Loyalty of Brand Apparel Members Based on RFM Model[J].Journal of Clothing Research,2020,5(04):372-376.
点击复制

基于RFM模型的品牌服装会员价格容忍度和忠诚度的关联()
分享到：

《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第5卷
期数:
2020年04期
页码:
372-376
栏目:
服装品牌营销
出版日期:
2020-08-31

文章信息/Info

Title:
Relationship Between Price Tolerance and Loyalty of Brand Apparel Members Based on RFM Model
作者:
刘小红;  郑茵妮
惠州学院 旭日广东服装学院,广东 惠州 516007
Author(s):
LIU Xiaohong;  ZHENG Yinni
Glorious Sun Guangdong School of Fashion,Huizhou University,Huizhou 516007,China
分类号:
F 812.2
文献标志码:
A
摘要:
为更好地描述会员消费者特征,在文献分析的基础上,对RFM模型中的M参数进行改进,新增单笔最大消费金额和高单价商品消费占比两个参数,并以服装品牌会员实际销售数据为例,应用因子分析模型,提取了价格容忍度和会员忠诚度两个因子; 利用K-means聚类算法,将会员划分为4类; 通过四象限矩阵法对会员进行了画像。最终提出了针对不同类别会员,基于产品价位和产品货龄的9种差异化产品组合策略。
Abstract:
In order to better describe the characteristics of member consumers, on the basis of literature analysis, the M parameter in RFM model was improved, and two parameters were added, namely the maximum consumption amount of a single transaction and the proportion of high unit price goods consumption. In this study the actual sales data of clothing brand members was taken as example, and the factor analysis model was used to extract price tolerance and member loyalty. K-means clustering algorithm was used to divide members into four categories, and four quadrant matrix method was applied to depict members. Furthermore, nine different product mix strategies were proposed based on product price and product age for different types of members.

参考文献/References:

[1] 李娟.以差异化竞争为基础的企业市场营销战略研究[J].改革与战略,2017,33(7):175-178.
LI Juan. Research on enterprise marketing strategy based on differentiated competition[J]. Reform and Strategy,2017,33(7):175-178.(in Chinese)
[2] 游晋峰.基于RFM的商场会员画像描绘模型[J].太原师范学院学报(自然科学版),2019,18(3):15-20.
YOU Jinfeng. The mall member portrait model based on RFM[J]. Journal of Taiyuan Normal University(Natural Science Edition),2019,18(3):15-20.(in Chinese)
[3] 陈倩舒,方晓平.基于RFM模型的物流客户价值研究[J].物流科技,2019,42(7):19-22.
CHEN Qianshu, FANG Xiaoping. Research on logistics customer value based on RFM model[J]. Logistics Technology,2019,42(7):19-22.(in Chinese)
[4] 赵伟. 基于RFM模型X公司客户关系管理研究[D].北京:北京化工大学,2018.
[5] 李明明.基于数据挖掘的C品牌VIP顾客研究[D].上海:东华大学,2014.
[6] 包志强,赵媛媛,赵研,等.基于RFA模型和聚类分析的百度外卖客户细分[J].计算机科学,2018,45(2):436- 438.
BAO Zhiqiang, ZHAO Yuanyuan, ZHAO Yan, et al. Segmentation of baidu takeaway customer based on RFA model and cluster analysis[J]. Computer Science, 2018,45(2):436- 438.(in Chinese)
[7] KHAJVAND M, TAROKH M J. Estimating customer future value of different customer segments based on adapted RFM model in retail banking context[J]. Procedia Computer Science, 2011, 3(1):1327-1332.
[8] 董晓舟,晁钢令.多渠道零售企业O2O战略的协同效应研究——基于顾客RFM面板数据的实证分析[J].外国经济与管理,2018,40(8):71-86.
DONG Xiaozhou, CHAO Gangling. Research on synergies of O2O strategy of multi-channel retail enterprises-empirical analysis based on customer RFM panel data[J]. Foreign Economy and Management, 2018,40(8):71-86.(in Chinese)
[9] 于兴平,于腾飞,李洪建.数据挖掘技术在客户关系管理系统中的应用[J].信息与电脑,2019(2):151-153.
YU Xingping, YU Tengfei, LI Hongjian. Application of data mining technology in customer relationship management system[J].China Computer and Communication,2019(2):151-153.(in Chinese)
[10] 田青青.基于B2C平台视角的顾客价值测量研究[D].哈尔滨:哈尔滨工业大学,2014.
[11] 贾桂霞,贾桂云,李向伟,等.基于Python的聚类方法在电商客户细分中的应用研究[J].兰州文理学院学报(自然科学版),2018,32(3):55-58.
JIA Guixia, JIA Guiyun, LI Xiangwei,et al. Research on the application of python-based clustering method in e-commerce customer segmentation[J]. Journal of Lanzhou University of Arts and Sciences(Natural Science Edition), 2008,32(3):55-58.(in Chinese)
[12] 冯超.艺术管理的价值导向研究[J].艺术工作,2019(5):25-29.
FENG Chao.Research on the value orientation of art management[J].Art Work,2019(5):25-29.(in Chinese)
[13] 《数学辞海》编辑委员会.数学辞海:第4卷[M].北京:中国科学技术出版社,2002.
[14] 刘小红.服装产品组合的时间维度与应用[J].现代纺织技术,2019,27(2):59- 63.
LIU Xiaohong. Time dimension and application of garment product combination[J]. Modern Textile Technology,2019,27(2):59- 63.(in Chinese)(责任编辑:卢 杰)

相似文献/References:

[1]尹晓芳,蒋晓文*.基于感性工学的女衬衫领型评价[J].服装学报,2020,5(02):111.
　YIN Xiaofang,JIANG Xiaowen*.Evaluation of Blouse Collar Type Based on Kansei Engineering[J].Journal of Clothing Research,2020,5(04):111.
[2]汪东升,袁惠芬*,王 虹,等.基于三维人体数据的青年男性下肢体型分类[J].服装学报,2020,5(05):398.
　WANG Dongsheng,YUAN Huifen*,WANG Hong,et al.Classification of Young Man Lower Limb Types Based on Three-Dimensional Human Body Data[J].Journal of Clothing Research,2020,5(04):398.
[3]张小妞,王 军*,张春媛.东北女青年下身体型分类及数学模型建立[J].服装学报,2020,5(06):482.
　ZHANG Xiaoniu,WANG Jun*,ZHANG Chunyuan.Classification of Lower Somatotype and Mathematical Models of Young Women in Northeast China[J].Journal of Clothing Research,2020,5(04):482.
[4]魏山森,梁建芳*.基于人文关怀的可拆卸式植物人护理服改进设计[J].服装学报,2021,6(03):203.
　WEI Shansen,LIANG Jianfang*.Improved Design of Detachable Vegetative Patients’ Nursing Clothing Based on Humanistic Care[J].Journal of Clothing Research,2021,6(04):203.
[5]金红淑,任宇婕.基于感官评估的上肢运动与衬衣衣袖结构关系[J].服装学报,2021,6(04):305.
　JIN Hongshu,REN Yujie.Relationship Between Upper Arm Movement and Blouse Sleeve Construction Based on Sensory Testing[J].Journal of Clothing Research,2021,6(04):305.

更新日期/Last Update: 2020-08-30