Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)

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Construction and Application of User Profile for Customer Management Based on RFM and K-Means

Authors
Xiaoran Li1, Hui Xia2, *
1School of Information Engineering, Jingdezhen University, Jingdezhen, Jiangxi, 333000, China
2School of Information Engineering, Jingdezhen University, Jingdezhen, Jiangxi, 333000, China
*Corresponding author. Email: 375473215@qq.com
Corresponding Author
Hui Xia
Available Online 22 November 2024.
DOI
10.2991/978-94-6463-570-6_73How to use a DOI?
Keywords
Customer management; User profile; RFM model; Cluster analysis
Abstract

To achieve effective customer management, the construction method of user portrait is studied. Taking the customers of a shopping mall as the research object, the RFM model is used to analyze customer value, and the 3 indicators of R,F,M are constructed to evaluate customer value. K-means clustering is applied to divide customers into groups, and the similarity of each group of customers is extracted to construct the user profile. Finally, 194,761 customer information data and 911,702 customer consumption data from January 2020 to January 2023 of a shopping mall are used as samples to construct user profiles. The results show that the customers of the mall can be classified into 5 categories, and the labels of their user profiles are important retained customers, ordinary retained customers, potential VIP customers, ordinary VIP customers, and important VIP customers. According to the consumption characteristics of the customers revealed by the user profile, corresponding customer management strategies are proposed to realize the purpose of tapping the potential of customers and enhancing the competitiveness of the shopping mall.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
22 November 2024
ISBN
978-94-6463-570-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-570-6_73How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xiaoran Li
AU  - Hui Xia
PY  - 2024
DA  - 2024/11/22
TI  - Construction and Application of User Profile for Customer Management Based on RFM and K-Means
BT  - Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024)
PB  - Atlantis Press
SP  - 729
EP  - 738
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-570-6_73
DO  - 10.2991/978-94-6463-570-6_73
ID  - Li2024
ER  -