{"id":61210,"date":"2022-03-16T22:22:14","date_gmt":"2022-03-16T14:22:14","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=61210"},"modified":"2022-03-16T22:22:16","modified_gmt":"2022-03-16T14:22:16","slug":"rfm%e6%a8%a1%e5%9e%8b","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/quan\/61210.html","title":{"rendered":"RFM\u6a21\u578b"},"content":{"rendered":"\n

1 \u4ec0\u4e48\u662fRFM<\/a><\/span>\u6a21\u578b\uff1f<\/strong><\/p>\n\n\n\n

RFM\u6a21\u578b <\/strong>\u662f\u8861\u91cf\u5ba2\u6237\u4ef7\u503c\u548c\u5ba2\u6237\u521b\u9020\u4ef7\u503c\u80fd\u529b\u7684\u91cd\u8981\u5de5\u5177\u548c\u624b\u6bb5\u3002\u5728\u4f17\u591a\u7684\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406(CRM)\u7684\u5206\u6790\u6a21\u5f0f\u4e2d\uff0cRFM\u6a21\u578b\u662f\u88ab\u5e7f\u6cdb\u63d0\u5230\u7684\u3002\u8be5\u673a\u68b0\u6a21\u578b\u901a\u8fc7\u4e00\u4e2a\u5ba2\u6237\u7684\u8fd1\u671f\u8d2d\u4e70\u884c\u4e3a\u3001\u8d2d\u4e70\u7684\u603b\u4f53\u9891\u7387\u4ee5\u53ca\u82b1\u4e86\u591a\u5c11\u94b13\u9879\u6307\u6807\u6765\u63cf\u8ff0\u8be5\u5ba2\u6237\u7684\u4ef7\u503c\u72b6\u51b5\u3002<\/p>\n\n\n\n

2 RFM\u6a21\u578b\u4e3b\u8981\u6307\u6807<\/strong><\/p>\n\n\n\n

\u6700\u8fd1\u4e00\u6b21\u6d88\u8d39 (Recency)<\/strong><\/p>\n\n\n\n

\u6700\u8fd1\u4e00\u6b21\u6d88\u8d39\u610f\u6307\u4e0a\u4e00\u6b21\u8d2d\u4e70\u4ea7\u54c1\u7684\u65f6\u95f4\u2014\u2014\u987e\u5ba2\u4e0a\u4e00\u6b21\u662f\u4f55\u65f6\u6765\u5e97\u91cc\uff1f\u4e0a\u4e00\u6b21\u6839\u636e\u54ea\u4e2a\u6e20\u9053\u7684\u4fe1\u606f\u6295\u653e\u6e20\u9053\u6765\u8d2d\u4e70\u4ea7\u54c1\uff1f\u4ec0\u4e48\u65f6\u5019\u4e70\u7684\u8f66\uff1f\u6216\u5728\u4f60\u7684\u8d85\u5e02\u4e70\u65e9\u9910\u6700\u8fd1\u7684\u4e00\u6b21\u662f\u4ec0\u4e48\u65f6\u95f4\uff1f<\/p>\n\n\n\n

\u7406\u8bba\u4e0a\uff0c\u4e0a\u4e00\u6b21\u6d88\u8d39\u65f6\u95f4\u8d8a\u8fd1\u7684\u987e\u5ba2\u5e94\u8be5\u662f\u6bd4\u8f83\u597d\u7684\u987e\u5ba2\uff0c\u5bf9\u63d0\u4f9b\u5373\u65f6\u7684\u5546\u54c1\u6216\u662f\u670d\u52a1\u4e5f\u6700\u6709\u53ef\u80fd\u4f1a\u6709\u53cd\u5e94\u3002\u8425\u9500\u4eba\u5458\u82e5\u60f3\u4e1a\u7ee9\u6709\u6240\u6210\u957f\uff0c\u53ea\u80fd\u9760\u4e89\u53d6\u7ade\u4e89\u5bf9\u624b\u7684\u5e02\u573a\u5360\u6709\u7387\uff0c\u800c\u5982\u679c\u8981\u5bc6\u5207\u5730\u6ce8\u610f\u6d88\u8d39\u8005\u7684\u8d2d\u4e70\u884c\u4e3a\uff0c\u90a3\u4e48\u6700\u8fd1\u7684\u4e00\u6b21\u6d88\u8d39\u5c31\u662f\u8425\u9500\u4eba\u5458\u7b2c\u4e00\u4e2a\u8981\u5229\u7528\u7684\u5de5\u5177\u3002\u5386\u53f2\u663e\u793a\uff0c\u5982\u679c\u6211\u4eec\u80fd\u8ba9\u6d88\u8d39\u8005\u8d2d\u4e70\uff0c\u4ed6\u4eec\u5c31\u4f1a\u6301\u7eed\u8d2d\u4e70\u3002\u8fd9\u4e5f\u5c31\u662f\u4e3a\u4ec0\u4e48\uff0c0\u81f33\u4e2a\u6708\u7684\u987e\u5ba2\u6536\u5230\u8425\u9500\u4eba\u5458\u7684\u6c9f\u901a\u4fe1\u606f\u591a\u4e8e3\u81f36\u4e2a\u6708\u7684\u987e\u5ba2\u3002<\/p>\n\n\n\n

\u6d88\u8d39\u9891\u7387 (Frequency)<\/strong><\/p>\n\n\n\n

\u6d88\u8d39\u9891\u7387\u662f\u987e\u5ba2\u5728\u9650\u5b9a\u7684\u671f\u95f4\u5185\u6240\u8d2d\u4e70\u7684\u6b21\u6570\u3002\u6211\u4eec\u53ef\u4ee5\u8bf4\u6700\u5e38\u8d2d\u4e70\u7684\u987e\u5ba2\uff0c\u4e5f\u662f\u6ee1\u610f\u5ea6\u6700\u9ad8\u7684\u987e\u5ba2\u3002\u5982\u679c\u76f8\u4fe1\u54c1\u724c\u53ca\u5546\u5e97\u5fe0\u8bda\u5ea6\u7684\u8bdd\uff0c\u6700\u5e38\u8d2d\u4e70\u7684\u6d88\u8d39\u8005\uff0c\u5fe0\u8bda\u5ea6\u4e5f\u5c31\u6700\u9ad8\u3002\u589e\u52a0\u987e\u5ba2\u8d2d\u4e70\u7684\u6b21\u6570\u610f\u5473\u7740\u4ece\u7ade\u4e89\u5bf9\u624b\u5904\u5077\u53d6\u5e02\u573a\u5360\u6709\u7387\uff0c\u7531\u522b\u4eba\u7684\u624b\u4e2d\u8d5a\u53d6\u8425\u4e1a\u989d\u3002<\/p>\n\n\n\n

\u6839\u636e\u8fd9\u4e2a\u6307\u6807\uff0c\u6211\u4eec\u53c8\u628a\u5ba2\u6237\u5206\u6210\u4e94\u7b49\u5206\uff0c\u8fd9\u4e2a\u4e94\u7b49\u5206\u5206\u6790\u76f8\u5f53\u4e8e\u662f\u4e00\u4e2a\u201c\u5fe0\u8bda\u5ea6\u7684\u9636\u68af\u201d(loyalty ladder)\uff0c\u5982\u8d2d\u4e70\u4e00\u6b21\u7684\u5ba2\u6237\u4e3a\u65b0\u5ba2\u6237\uff0c\u8d2d\u4e70\u4e24\u6b21\u7684\u5ba2\u6237\u4e3a\u6f5c\u529b\u5ba2\u6237\uff0c\u8d2d\u4e70\u4e09\u6b21\u7684\u5ba2\u6237\u4e3a\u8001\u5ba2\u6237\uff0c\u8d2d\u4e70\u56db\u6b21\u7684\u5ba2\u6237\u4e3a\u6210\u719f\u5ba2\u6237\uff0c\u8d2d\u4e70\u4e94\u6b21\u53ca\u4ee5\u4e0a\u5219\u4e3a\u5fe0\u5b9e\u5ba2\u6237\u3002\u5176\u8bc0\u7a8d\u5728\u4e8e\u8ba9\u6d88\u8d39\u8005\u4e00\u76f4\u987a\u7740\u9636\u68af\u5f80\u4e0a\u722c\uff0c\u628a\u9500\u552e\u60f3\u8c61\u6210\u662f\u8981\u5c06\u4e24\u6b21\u8d2d\u4e70\u7684\u987e\u5ba2\u5f80\u4e0a\u63a8\u6210\u4e09\u6b21\u8d2d\u4e70\u7684\u987e\u5ba2\uff0c\u628a\u4e00\u6b21\u8d2d\u4e70\u8005\u53d8\u6210\u4e24\u6b21\u7684\u3002<\/p>\n\n\n\n

\u6d88\u8d39\u91d1\u989d (Monetary)<\/strong><\/p>\n\n\n\n

\u6d88\u8d39\u91d1\u989d\u662f\u6240\u6709\u6570\u636e\u5e93\u62a5\u544a\u7684\u652f\u67f1\uff0c\u4e5f\u53ef\u4ee5\u9a8c\u8bc1\u201c\u5e15\u96f7\u6258\u6cd5\u5219\u201d(Pareto\u2019s Law)\u2014\u2014\u516c\u53f880%\u7684\u6536\u5165\u6765\u81ea20%\u7684\u987e\u5ba2\u3002\u5b83\u663e\u793a\u51fa\u6392\u540d\u524d10%\u7684\u987e\u5ba2\u6240\u82b1\u8d39\u7684\u91d1\u989d\u6bd4\u4e0b\u4e00\u4e2a\u7b49\u7ea7\u8005\u591a\u51fa\u81f3\u5c112\u500d\uff0c\u5360\u516c\u53f8\u6240\u6709\u8425\u4e1a\u989d\u768440%\u4ee5\u4e0a\u3002\u5982\u770b\u7d2f\u8ba1\u767e\u5206\u6bd4\u7684\u90a3\u4e00\u680f\uff0c\u6211\u4eec\u4f1a\u53d1\u73b0\u670940%\u7684\u987e\u5ba2\u8d21\u732e\u516c\u53f8\u603b\u8425\u4e1a\u989d\u768480%\uff1b\u800c\u670960%\u7684\u5ba2\u6237\u5360\u8425\u4e1a\u989d\u768490%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n

\u7406\u8bba\u4e0aM\u503c\u548cF\u503c\u662f\u4e00\u6837\u7684\uff0c\u90fd\u5e26\u6709\u65f6\u95f4\u8303\u56f4\uff0c\u6307\u7684\u662f\u4e00\u6bb5\u65f6\u95f4\uff08\u901a\u5e38\u662f1\u5e74\uff09\u5185\u7684\u6d88\u8d39\u91d1\u989d\uff0c\u5728\u5de5\u4f5c\u4e2d\u6211\u8ba4\u4e3a\u5bf9\u4e8e\u4e00\u822c\u5e97\u94fa\u7684\u7c7b\u76ee\u800c\u8a00\uff0c\u4ea7\u54c1\u7684\u4ef7\u683c\u5e26\u90fd\u662f\u6bd4\u8f83\u5355\u4e00\u7684\uff0c\u6bd4\u5982\uff1a\u540c\u4e00\u54c1\u724c\u7f8e\u5986\u7c7b\uff0c\u4ef7\u683c\u6d6e\u52a8\u8303\u56f4\u57fa\u672c\u5728\u67d0\u4e2a\u7279\u5b9a\u6d88\u8d39\u7fa4\u7684\u53ef\u63a5\u53d7\u8303\u56f4\u5185\uff0c\u52a0\u4e0a\u5355\u4e00\u54c1\u7c7b\u8d2d\u4e70\u9891\u6b21\u4e0d\u9ad8\uff0c\u6240\u4ee5\u5bf9\u4e8e\u4e00\u822c\u5e97\u94fa\u800c\u8a00\uff0cM\u503c\u5bf9\u5ba2\u6237\u7ec6\u5206\u7684\u4f5c\u7528\u76f8\u5bf9\u8f83\u5f31\u3002<\/p>\n\n\n\n

3 \u4f7f\u7528RFM\u6a21\u578b\u7ed9\u5ba2\u6237\u5206\u7c7b<\/strong><\/p>\n\n\n\n

RFM\u6a21\u578b\u00a0<\/strong>\u8f83\u4e3a\u52a8\u6001\u5730\u663e\u793a\u4e86\u4e00\u4e2a\u5ba2\u6237\u7684\u5168\u90e8\u8f6e\u5ed3\uff0c\u8fd9\u5bf9\u4e2a\u6027\u5316\u7684\u6c9f\u901a\u548c\u670d\u52a1\u63d0\u4f9b\u4e86\u4f9d\u636e\uff0c\u540c\u65f6\uff0c\u5982\u679c\u4e0e\u8be5\u5ba2\u6237\u6253\u4ea4\u9053\u7684\u65f6\u95f4\u8db3\u591f\u957f\uff0c\u4e5f\u80fd\u591f\u8f83\u4e3a\u7cbe\u786e\u5730\u5224\u65ad\u8be5\u5ba2\u6237\u7684\u957f\u671f\u4ef7\u503c(\u751a\u81f3\u662fLTV)\uff0c\u901a\u8fc7\u6539\u5584\u4e09\u9879\u6307\u6807\u7684\u72b6\u51b5\uff0c\u4ece\u800c\u4e3a\u66f4\u591a\u7684\u8425\u9500\u51b3\u7b56\u63d0\u4f9b\u652f\u6301\u3002\u4f9d\u7167RFM\u6a21\u578b\u53ef\u4ee5\u7ed9\u5ba2\u6237\u8fdb\u884c\u5206\u7c7b\uff0c\u6bcf\u4e2a\u6307\u6807\u53ef\u5206\u4e3a\u4e94\u4e2a\u5927\u7c7b\uff0c\u518d\u7ec6\u5206\u4e00\u4e0b\u751a\u81f3\u4e00\u5171\u53ef\u4ee5\u5206\u51fa125\u4e2a\u7c7b\u522b\u3002\u5b9e\u9645\u8fd0\u7528\u4e0a\uff0c\u6211\u4eec\u53ea\u9700\u8981\u628a\u6bcf\u4e2a\u7ef4\u5ea6\u505a\u4e00\u6b21\u4e24\u5206\u5373\u53ef\uff0c\u8fd9\u6837\u57283\u4e2a\u7ef4\u5ea6\u4e0a\u6211\u4eec\u5f97\u5230\u4e868\u7ec4\u7528\u6237\u3002<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

4 RFM\u6a21\u578b\u7684\u5e94\u7528\u573a\u666f<\/strong><\/p>\n\n\n\n

RFM\u6a21\u578b <\/strong>\u975e\u5e38\u9002\u7528\u4e8e\u751f\u4ea7\u591a\u79cd\u5546\u54c1\u7684\u4f01\u4e1a\uff0c\u800c\u4e14\u8fd9\u4e9b\u5546\u54c1\u5355\u4ef7\u76f8\u5bf9\u4e0d\u9ad8\uff0cSKU\u4e30\u5bcc\uff0c\u6bd4\u5982\u6d88\u8d39\u54c1\u3001\u5316\u5986\u54c1\u3001\u5c0f\u5bb6\u7535\u30013C\u6570\u7801\u5e97\u3001\u8d85\u5e02\u7b49\uff1b\u5b83\u4e5f\u9002\u5408\u5728\u4e00\u4e2a\u4f01\u4e1a\u5185\u53ea\u6709\u5c11\u6570\u8010\u4e45\u5546\u54c1\uff0c\u4f46\u662f\u8be5\u5546\u54c1\u4e2d\u6709\u4e00\u90e8\u5206\u5c5e\u4e8e\u6d88\u8017\u54c1\uff0c\u5982\u590d\u5370\u673a\u3001\u6253\u5370\u673a\u3001\u6c7d\u8f66\u7ef4\u4fee\u7b49\u6d88\u8017\u54c1\uff1bRFM\u5bf9\u4e8e\u52a0\u6cb9\u7ad9\u3001\u65c5\u884c\u4fdd\u9669\u3001\u8fd0\u8f93\u3001\u5feb\u9012\u3001\u5feb\u9910\u5e97\u3001KTV\u3001\u7535\u8bdd\u5361\uff0c\u4fe1\u7528\u5361\u3001\u8bc1\u5238\u516c\u53f8\u7b49\u7b49\u4e5f\u975e\u5e38\u9002\u5408\u3002<\/p>\n\n\n\n

RFM\u6a21\u578b <\/strong>\u53ef\u4ee5\u7528\u6765\u63d0\u9ad8\u5ba2\u6237\u7684\u4ea4\u6613\u6b21\u6570\u3002\u518d\u76ee\u524d\u6d41\u91cf\u8d8a\u6765\u8d8a\u6602\u8d35\u7684\u60c5\u51b5\u4e0b\uff0c\u5982\u679c\u6bcf\u4e00\u6b21\u5bc4\u53d1\u6210\u5343\u4e0a\u4e07\u4ea7\u54c1\u6e05\u5355\u6216\u8005\u77ed\u4fe1\uff0c\u90ae\u7bb1\u63a8\u9001\uff0c\u5176\u5b9e\u662f\u975e\u5e38\u6d6a\u8d39\u94b1\u7684\u3002\u6839\u636e\u7edf\u8ba1(\u4ee5\u4e00\u822c\u90ae\u8d2d\u65e5\u7528\u54c1\u800c\u8a00)\uff0c\u5982\u679c\u5c06\u6240\u6709R(Recency)\u7684\u5ba2\u6237\u5206\u4e3a\u4e94\u7ea7\uff0c\u6700\u597d\u7684\u7b2c\u4e94\u7ea7\u56de\u51fd\u7387\u662f\u7b2c\u56db\u7ea7\u7684\u4e09\u500d\uff0c\u56e0\u4e3a\u8fd9\u4e9b\u5ba2\u6237\u521a\u5b8c\u6210\u4ea4\u6613\u4e0d\u4e45\uff0c\u6240\u4ee5\u4f1a\u66f4\u6ce8\u610f\u540c\u4e00\u516c\u53f8\u7684\u4ea7\u54c1\u4fe1\u606f\u3002\u5982\u679c\u7528M(Monetary)\u6765\u628a\u5ba2\u6237\u5206\u4e3a\u4e94\u7ea7\uff0c\u6700\u597d\u4e0e\u6b21\u597d\u7684\u5e73\u5747\u56de\u590d\u7387\uff0c\u51e0\u4e4e\u6ca1\u6709\u663e\u8457\u5dee\u5f02\u3002<\/p>\n\n\n\n

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