| Since 2013, the Internet financial began to rapid development in our country, all sorts of Internet financial innovation products launched, such as balance, WeChat pay, treasur-ing a great shock to traditional Banks, China’s financial industry to enter the Internet financial sector. According to the user in the Internet platform for financial of invest-ment redemption behavior characteristics of the current products, RFM improvement model is established, using entropy value method to determine index weight and calcu-late the users’personal value, using the Two-Step hierarchical clustering algorithm for user segmentation, and finally the user is divided into five types of user groups, respec-tively named as low value users, ordinary users, elite groups of users, the high-end user group and VIP users. According to each segment of the four clustering variables of un-ivariate analysis and multivariate analysis, user group of the characteristics and value of is expounded. Results show that the improved RFFM model method is adapted to the financial sector, the Internet is the user’s value recognition and effective tool for the analysis and research on user investment behavior characteristics of the effective me-thods. Finally according to the behavior characteristics of different segment for the en-terprise to maintain important value users, break through the important deposit and re-tain users, stimulate the general development Suggestions. Priority aspects of screening for the user is given priority to with category 5 users, in turn down level, each level of high-end users at the next higher level transformation, early warning and retain end us-ers, prevent relegation. The innovation of this paper is to put the emerging Internet fi-nancial redemption behavior into account in the field of practice and to improve the tra-ditional RFM model and make the user segment, the model of Internet financial enter-prises to strengthen customer value analysis, understand user behavior characteristics, improve the management level and guarantee precision marketing decisions have posi-tive practical significance. |
