利用RFM模型於顧客價值分析之個案研究

Case Study-Use RFM Model to Customer Value Analysis

黃宇彤(Yu-Tung Huang) ； 陳罡熙(Kang-His Chen)

《建國科大學報》 28卷2期 (2009/01) Pp. 19-31

https://doi.org/10.6995/JCTU.200901.0019

摘要

在21世紀的今天，顧客關係管理的議題總是一直不斷的被討論著，如果企業本身沒有事先去了解客戶真正的需求與期望，將無法使客戶感到滿意。本研究希望藉由客戶的價值分析，幫助Y公司掌握住具價值客戶，進而把握住商機。
本研究是從Y公司的客戶歷史資料中，利用Hughes(1994)的RFM分析方法，做出客戶價值趨勢分析，並依此價值分析，依照Goodman(1992)的判定方法，分析出忠誠客戶、機會客戶、消極客戶及即將流失客戶四種類型，另參考肖東軍(2005)的金字塔分析模式，分析出頂端客戶、高端客戶、中端客戶及低端客戶，兩相對照下，分析出問題所在，以便進行企業與顧客間的關係改善。

關鍵字

顧客價值 ； RFM模型 ； 顧客關係管理

並列摘要

At present, the subject concerning the management of customer relation has always been continuously discussed. If an enterprise doesn't pay attention to its customer's real need and expectation in advance, it certainly can't satisfy its own customers. We take Y Company as our study target. The company keeps all its customer data and related deal records manually, and hasn't sorted its customers either. Therefore, the company can’t enjoy the advantage of the customers. We hope that Y Company will be able to handle the value of its company and then be benefited by our analysis.
In this study, we use the RFM method of Hughes (1994) to analyze the customer data of Y Company, and then to do the analysis of the customer value of the company. Naturally, we can use Goodman Analysis Method to divide the customers of the company into four parts: Loyal Customers, Chance Customers, Negative Customers and those who no longer consume. Besides, we also use the Pyramid Analysis Model of Dong-gun Xiao (2005) to group customers as: 1. Top Customers, 2. High Customers, 3. Middle Customers, 4. Low Customers. Then, We compare the results of these two methods to find out problems so as to improve the relationships between the company and the customers. Finally, we can plan different marketing strategies to promote to different customers. As a result, the satisfaction and loyalty of the customers will certainly be heightened and the profits of the company will also be guaranteed.

並列關鍵字

customer value ； RFM model ； customer relationship management