基于模糊聚类和RFM模型的商场会员画像描绘方法

为完善会员画像描绘，加强对现有会员的精细化管理，本文提出基于模糊聚类和RFM模型的商场会员画像描绘方法，模型中首先利用模糊C均值聚类算法刻画会员购买力，并利用RFM模型给出会员生命周期和状态划分，然后计算会员生命周期中非活跃会员的激活率，从而便于管理者充分了解会员可激活的情况，最后根据得到的连带率可以合理安排会员的喜好策划促销活动。

The Method for Portrait Depiction of Members in Department Stores based on Fuzzy Clustering and RFM Model

In order to improve the portrayal of member images and strengthen the refined management of existing members, this paper proposes a method for depicting the members' portraits based on fuzzy clustering and RFM models. The model first uses the fuzzy C-means clustering algorithm to describe the purchasing power of members, and uses the RFM model to give the member life cycle and status division. Then, the activation rates of the inactive members in the member life cycle are calculated, so that the manager can fully understand the membership activation. Finally, the manager can arrange the promotion activities according to the member's preferences based on the associated rate.