摘要
会员运营评估监测模型需要建立在完善的精准用户运营体系之上。鉴于各类商业业态的现实差异,难以简单地设计一个笼统的模型进行概述性分析。出于精准设计会员运营工具的需要,文章以某烟草公司为例,提取其实际客户关系管理系统中的真实数据作为数据来源。首先基于RFM模型,并以实际运维数据为依据将会员分为8类,找出了卷烟行业的高价值会员群体是VIP1-3;其次,采用分层的方式构造会员成长模型,结合VIP2、VIP4-6和VIP7-8会员成长模型,将有高消费行为的会员转变为VIP1会员,将中低消费行为的会员转变为VIP3会员;然后完成了会员生命周期模型的构造,并发现了如下规律:在会员生命周期模型中,激活率与促销活动成正比例关系;最后对会员运营工具的调整与优化进行了论述。
The member operation evaluation and monitoring model needs to be based on a perfect accurate user operation system.In view of the practical differences of all kinds of business formats,it is difficult to simply design a general model for general analysis.In order to accurately design member operation tools,this paper takes a tobacco company as an example to extract the real data from its actual customer relationship management system as the data source.First of all,based on the RFM model and the actual operation and maintenance data,this paper divides the members into eight categories,and finds out that the high-value member group of the cigarette industry is VIP1-3.Secondly,the hierarchical membership growth model is constructed,combined with VIP2,VIP4-6 and VIP7-8 member growth model,the members with high consumption behavior are transformed into VIP1 members,and the members with low and medium consumption behavior are transformed into VIP3 members.Then,the construction of the member life cycle model is completed,and the following rules are found:in the member life cycle model,the activation rate is proportional to promotional activities.Finally,the adjustment and optimization of member operation tools are discussed.
出处
《科技创新与应用》
2021年第17期151-153,共3页
Technology Innovation and Application
关键词
RFM模型
会员生命周期
会员运营工具
会员分类
分类依据
RFM model
member life cycle
member operation tools
member classification
classification basis
