摘要
网络借贷平台能快速聚集客户,也能快速流失客户,有效的客户识别、细分及目标客户的选择和维持对于网络借贷平台的发展至关重要。文章针对网络借贷平台,在传统RFM模型的基础上构建了LRFM模型,使用两步聚类方法,将拍拍贷网站的借款用户细分为4类,并根据不同客户类型提供相应的营销建议。
The network lending platform can quickly gather customers,but also can quickly lose customers,effective customer identification,segmentation and target customer selection and maintenance are crucial to the development of the network lending platform.The article aims at the network lending platform,builds the LRFM model on the basis of the traditional RFM model,uses the two-step clustering method,subdivides the loan users of the PPD website into 4 categories,and provides the corresponding marketing suggestions according to the different customer types.
作者
姚香秀
盛冉
郭毓婷
Yao Xiangxiu;Sheng Ran;Guo Yuting(School of Finance,Xi’an Eurasia University,Xi’an 710065,China)
出处
《无线互联科技》
2020年第12期15-16,共2页
Wireless Internet Technology
作者简介
姚香秀(1992—),女,陕西西安人,助教,硕士,研究方向:多维度数据分析。
