Research On The Improvement And Application Of RFM Model For Loaner Customer Management Of P2P Lending Platform

The lender of P2P lending platform plays an important role in the tripartite relationship of lending and trading,in which the value classification and type classification of the lender are the key decision-making basis of the lender's customer management..In reality,the methods of value discrimination and type subdivision of lenders are immature,and there are few related theoretical studies.Therefore,it is urgent to conduct in-depth research on the lender customer management of P2P lending platform.Based on the theory of customer management,this thesis chooses the RMF model applied to customer value calculation and type classification.The research on improvement and application of RFM model for lender customer management of P2P lending platform is carried out.Specific research contents and conclusions are as follows:Firstly,this thesis combs the relevant theory and research,and then puts forward the key problems of RFM model application in customer management of lenders and improves the key problems.On this basis,an improved RFM model for customer management of lenders is constructed.Secondly,based on the improved RFM model,the general application of the improved model is analyzed from three aspects: the calculation of lender's value,the classification of lender's lending behavior and the classification of lender's value type.The analysis includes the application method and the application value analysis.Then,based on the above analysis,a comprehensive description process of lender classification based on the improved RFM model is proposed,which provides process reference for the practical application of the improved RFM model for lender customer management of P2P lending platform.Taking a platform as an example,this thesis makes a general application analysis of the improved RFM model.Finally,it draws the conclusion that the improved RFM model oriented to the customer management of the lender of the P2P lending platform can make a more comprehensive and detailed classification of the lender's lending behavior and value classification.The indicators in the model not only reflect the value of the lender's contribution to the network lending platform and the characteristics of lending behavior,but also reflect the lender's risk perception of the network lending platform from the lender's perspective.Therefore,this model is applied to the value classification and type classification of the lender in the P2P lending platform,and it has practical reference value to provide decision support for the development of the lender customer management in the lending platform.