![]() Customers can be divided into important retention customers, key loyal customers and general development customers according to their values. Our research result shows that small gifts can be divided into 4 categories according to commodity value, namely “stars,” “cash cows,” “questions marks,” and “dogs.” These four categories of small gifts can be converted into each other through marketing ploys. Finally, we comprehensively consider the relationship between the commodity value and customer value, and analyze the preferences of different types of customer groups for different types of small gifts. Then we judge the customer value of the platform based on the improved RFM model and K-means++ clustering, and provide a reasonable customer value classification method for the e-commerce platform. We found that new BCG matrix can objectively reflect the value of small gifts and provide suggestions for the e-commerce platform to make subsequent product decisions. We then performed a robustness test comparing the BCG matrix with K-means clustering. ![]() In this paper, consumers’ perceptions are introduced into the traditional BCG matrix to form a new BCG matrix, and according to it, the small gifts of a gift e-commerce platform are classified. ![]() Under the background of economic globalization and COVID-19, online shopping has gradually replaced offline shopping as the main shopping mode.
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