The Research Of Online Consumer Value Recognition Based On Improved RFM Model

Nowadays, social fields have been paying more and more attention to the development of online transactions. However, with the increasingly apparent survival of the fittest and the fierce competition in the electricity business enterprise industry, it is inevitable for electricity business enterprise return to the nature of the business, operating well by elaboration.The easily acquired data of online consumers is a big advantage of marketing strategy in identifying consumer value and developing commercial enterprises. Therefore,clearing network consumer value measure indicators, constructing the network consumer value recognition path, classifying the characteristics of network consumer value and mining core consumer and key consumer groups is unavoidable in the better operation of business enterprise.Based on the improved RFM model, this paper mainly studies the network consumers value measure and value recognition paths. firstly, it expounds the improvement direction of RFM model and the possibility of its implementation through the litetature research; secondly, questionnaire investigation demonstrates the representation and applicability of the improved RFM model's four index(R, F, M, S) in identifying the value of network consumers from the operating practice of E-commerce. Next, according to the design of the model which is distinguished by the value of network consumers, the value recognition model is built. At last, its effectiveness and application shall be confirmed through an empirical analysis of the xx official flagship store in this paper. combined the classification of the value of network consumers,RFM model, analytic hierarchy process(AHP), text-mining techniques, the research methods has unified the qualitative analysis and the quantitative analysis.The innovation points of this paper are as follows: explaining the value of network consumers from the angle of not only enterprises but consumers, improving the traditional RFM model with the consideration of the network market's characteristics under the above-mentioned perspective, and then subdividing and identifying the value of network consumers on the basis of improved RFM model.This paper provides a practical and feasible method for the electricity enterprise operators to identify, classifying online consumers value, and according to different customer groups, allocating enterprise resource by different emphasis and level, give a priority service for the company's core customers and develop different marketing strategies.