A008-P-彭晨枫_航空客户忠诚度及价值分析.pdfVIP

太普华南杯数据挖掘竞赛论文报告 航空客户忠诚度与航空客户忠诚度与价值分析价值分析 航空客户忠诚度与航空客户忠诚度与价值分析价值分析 摘 摘 要要：：根据对客户保持的研究表明 “顾客忠诚度提高 5%，企业利润将增加 25.125%”，建立 摘摘 要要：： 新客户的难度是保持老客户的 5-10倍，维系老客户的营销成本远远低于获取新客户的成本。本文基 于国内某航空公司超过 60000 个会员数据，结合现有成熟的客户管理模型，在对数据样本集进行预 处理后通过数理统计的方法对样本属性进行相关性分析，挑选出对构建行为忠诚度模型高影响的因 子，构建客户的忠诚度价值模型。同时基于客户价值区分 RFM 分析法，建立基于均值的 RFM 模型、 基于聚类的 RFM 模型和基于 PCA 处理后的 RFM 模型对客户价值水平分类，且评估三种不同的方法在 客户分类上的侧重点。 关键词关键词：：客户管理；忠诚度；RFM；相关性分析；聚类；PCA；价值分类 关键词关键词：： 第 1 页，共 12 页 太普华南杯数据挖掘竞赛论文报告 Aviation customer loyalty and value analysis Abstract: According to customerss research suggests that the customer loyalty increase 5%, corporate profits will increase by 25.125%, set up the difficulty of the new customer is 5 to 10 times to keep old customers, maintain old customers marketing costs well below the cost to acquire new customers. This article is based on a domestic airline by more than 60000 members, combined with the existing mature customer management model, after preprocessing the data set by mathematical statistics method, correlation analysis was carried out on the sample properties, pick out the high influence factor for the construction of behavior loyalty model, build the loyalty of the customer value model. Based on the customer value to distinguish the RFM analysis at the same time, based on the mean of the RFM model, the RFM model based on clustering and the RFM model based on PCA after processing level of customer value classification, and evaluation of three different methods to focus on customer classification. Key words: Customer