本文選題：用戶關(guān)系管理 + RFM模型�。� 參考：《山東大學(xué)》2017年碩士論文

【摘要】：近年來,以互聯(lián)網(wǎng)技術(shù)為基礎(chǔ)的電子商務(wù)對于傳統(tǒng)經(jīng)濟(jì)和金融領(lǐng)域造成了不小的沖擊。過去的金融產(chǎn)品主要是針對高凈值用戶和少數(shù)具有投資理財意識的人群,而金融企業(yè)也都是以產(chǎn)品為核心,針對產(chǎn)品本身設(shè)計營銷策略。而隨著信息時代的到來,越來越多企業(yè)已經(jīng)意識到應(yīng)該把更多的資源投放到用戶身上,企業(yè)競爭由之前搶占市場份額的直接競爭,逐漸演變成對于優(yōu)質(zhì)用戶的競爭。傳統(tǒng)金融產(chǎn)品的營銷方式相對單一,過于依賴于銀行,這種方式很難觸達(dá)隨著互聯(lián)網(wǎng)發(fā)展長大的這一批用戶,更無法為他們提供個性化服務(wù)。而在互聯(lián)網(wǎng)信息技術(shù)發(fā)展相對成熟的今天,企業(yè)能夠通過更先進(jìn)的技術(shù)進(jìn)一步獲得用戶的真實需求,并根據(jù)不同的需求定制相應(yīng)的產(chǎn)品或服務(wù)。為了更好的了解不同用戶群體對于企業(yè)的價值,本文從基金公司用戶價值管理的角度出發(fā),基于用戶關(guān)系管理的傳統(tǒng)RFM模型的基礎(chǔ)上,結(jié)合基金公司業(yè)務(wù)在原有模型基礎(chǔ)上增加了用戶注冊時間(L)和產(chǎn)生的手續(xù)費(C)這兩個指標(biāo),形成了針對基金公司用戶的LFRMC模型。通過對基金公司用戶在一段時間內(nèi)的申購基金的交易行為數(shù)據(jù)進(jìn)行聚類分析,將用戶分成重要保持客戶、重要發(fā)展客戶、重要挽留用戶、一般用戶、低價值用戶五個用戶群,然后通過對不同的用戶群進(jìn)行特征分析,從分析結(jié)果來看,這五類用戶群有著明顯的特征差異,其對于基金公司不同類型的產(chǎn)品有著不同的偏好程度,根據(jù)每一個用戶群的價值特征,制定具有針對性的營銷策略�？偟膩碚f,通過對基金公司用戶進(jìn)行分類,然后通過每一類用戶群所形成的用戶畫像去定義其價值,并采用分層營銷這一策略能夠較好的優(yōu)化基金公司現(xiàn)有用戶的價值和粘性,對于公司的長期發(fā)展有著十分積極的作用。
[Abstract]:In recent years, electronic commerce based on Internet technology has caused a great impact on the traditional economic and financial fields. In the past, the financial products were mainly aimed at the high net worth users and a few people with the consciousness of investment and financial management, and the financial enterprises also focused on the products and designed marketing strategies for the products themselves. With the arrival of the information age, more and more enterprises have realized that more and more resources should be invested on the users. The competition of enterprises has evolved from the direct competition of preemptive market share to the competition of high quality users. The traditional financial products marketing method is relatively single, too dependent on banks, this way is difficult to reach with the development of the Internet this group of users, not to mention the provision of personalized services for them. Nowadays, with the development of Internet information technology, enterprises can obtain the real needs of users through more advanced technology, and customize the corresponding products or services according to different needs. In order to better understand the value of different user groups to the enterprise, this paper starts from the perspective of user value management of the fund company, based on the traditional RFM model of user relationship management. Based on the original model, the LFRMC model for the users of the fund company is formed by combining the two indexes of the business of the fund company, that is, adding the user registration time (L) and generating the service fee (C). By clustering and analyzing the transaction behavior data of fund company users in a certain period of time, the users are divided into five groups: important maintenance customers, important development customers, important retention users, general users, and low value users. Then through the characteristic analysis of different user groups, from the analysis results, the five user groups have obvious differences in characteristics, and they have different preferences for different types of products of the fund company. According to the value characteristics of each user group, a targeted marketing strategy is made. In general, by classifying the users of the fund company, then defining its value through the user portrait formed by each group of users, and adopting the strategy of hierarchical marketing, we can better optimize the value and stickiness of the existing users of the fund company. For the long-term development of the company has a very positive role.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.39;F274

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