顾客分级的目的是清晰地识别不同价值的顾客,为企业的营销决策提供依据。目前,大部分企业用消费额度、消费频率等单一指标(价值维度)进行分级。该做法方便快捷、便于管理,但容易丢失部分有价值顾客。本文结合加油卡顾客的数据,进行了价值维度选取、指标判断、量化分析、模型聚类等方面的探索研究,并通过某省四年的数据进行了实证分析,根据聚类模型结果和实际营销需求给出了零售顾客分级的建议。 The purpose of customer classification is to clearly identify customers of different values ​​and provide the basis for the marketing decision of the enterprise. At present, most enterprises use a single indicator (value dimension) such as consumption quota and consumption frequency to classify. The practice is quick and easy to manage, but it is easy to lose some valuable customers. Based on the data of gas card customers, this paper conducts explorations of value dimension selection, index judgment, quantitative analysis, model clustering and so on. Based on the results of the clustering model and actual marketing The demand gives a recommendation for the retail customer rating.