00D80020G 2004 3
ID POS 30 40 0 RFM i
... 2...2 2. ID POS...2 2.2...3 3...5 3....5 3.2...6 4...9 4....9 4.2...9 4.3...0 4.4...4 4.3....4 4.3.2...6 4.3.3...7 4.3.4...9 4.3.5...2 5...23 5....23 5.....23 5..2...23 5..3...25 5..4...25 5.2...27 5.2....27 5.2.2...27 5.2.3...27 5.2.4...27 5.3...28 ii
6...30 3 32 33 iii
JAN JAN POS POS ID POS 3
2 2. ID POS ID POS. 2,775,477 2. 2000 4 2 ( ) 2000 0 20 ( ) 3. 4,82 4. : 2: 2 3 39 292 22 2
S S 2.2 6 96 2000 976 2000.5 2 2. 2. 2 3
2. 0 9 8 27 0 9 28 2 20 29 3 2 2 30 4 3 22 3 5 4 23 6 5 24 7 6 25 8 7 26 2. 2 0 4 5 2 6 3 7 4
3 3. 3. 3. 2 3. 3.% 0.2% 4.6% 2.% 0.4% 6.8% 0.7% 3.0% 3.9% 7.6% 8.% 6.2% 25.8% 26.4% 23.6% 27.5% 5
3. 2 3.2 RFM R recency F frequency M monetary R F M 2 RFM F 2 2 3 3 4 4 5 5 6 6 7 7 F 3. 3. 3. 3 2 3. F 8657672 36 2 69 2879772 76 63 6206607 64 2 69 6206330 5 2 63 5333427 52 2 68 732067 54 2 62 6448043 7 2 68 540743 75 62 6450942 57 2 66 67990 48 2 6 7370069 7 2 66 442775 56 6 503880 72 2 65 622284 52 2 6 584249 49 2 64 6446754 76 2 6 6446889 69 2 64 8004969 43 2 6 902044 56 2 64 6620597 45 2 60 6
3. 2 M 2306354 62 25 76527 57 20 4425665 42 2 25 978965 62 2 9 7370069 7 2 25 6446889 69 2 9 4623066 50 2 23 442775 56 8 732099 49 2 23 478046 49 2 6 9492693 44 2 22 64474 5 2 6 449029 49 2 22 866065 42 2 5 6206858 47 2 2 454866 43 2 5 2879772 76 20 6446058 54 2 5 4476325 35 2 20 8646795 46 2 4 M 5000 5 2000 5000 4 9000 2000 3 6000 9000 2 6000 M 3. 2 M 37,249 23. 4 4,656 5,000 5,000 5 3. 3. 2 5 3. 2 40 3. 3 3. 3 F M R/F/M R F M 5 5 5 5 25 7 5 35 3. 4 3. 5 7
3. 3 F M 7370069 7 2 29 503880 72 2 268 2879772 76 283 732067 54 2 266 6446889 69 2 283 5579763 63 2 264 6448043 7 2 280 732099 49 2 264 442775 56 279 682445 52 2 26 449029 49 2 277 8823339 53 2 26 4623066 50 2 277 2306354 62 260 6446058 54 2 273 496635 48 2 258 76527 57 270 9689500 49 2 258 584249 49 2 269 442823 56 257 3. 4 F M 7 6 5 4 3 2 5 4 9 8 2 0 0 4 3 28 23 3 0 6 3 5 34 67 48 36 24 2 2 9 69 34 43 242 43 0 8 47 28 294 868 496 3. 5 F M 7 6 5 4 3 2 5 /3 2/7 /7 0/2 0/ 0/0 0/0 4 0/3 3/25 2/2 /2 2/8 0/6 0/ 3 0/5 3/3 8/59 5/43 5/3 0/24 2/9 2 / /8 3/66 4/20 20/23 26/26 24/9 0/0 /7 8/39 4/4 38/256 7/75 683/983 5 9000 368 3. 4 8
4 4. 22 3 4. 4. 4. 7 3 9 2 8 4 20 3 9 5 2 S 4 0 6 22 5 7 6 2 8 4.2 9 0 0 4. 2 0 2456057 9
4. 2 67990 48 97 360232 35 20 3933506 48 228 6620597 45 247 8482942 32 229 9232455 44 236 4802754 43 235 604783 33 236 2093993 32 247 2456057 46 47 4.3 4. S S 2 S 4. 2 4. 3 9 9 A 4. 4. 2 4. 3 0
4. 4. 2 4. 3
25 4 4 0 5 5 5 2 7 3 8 6 0 2 0 4. 3 4. 4 4. 5 4. 3 5 5 6.5 2.6 3.4 5 6 6. 20.9 2.5 5 7 5.9 8.7 3.8 5 8 8. 24.8 3.2 5 9 9.2 24. 6.2 5 20 8.6 25. 4.0 5 2 8.7 26.5.2 4. 4 7 3 25.8 29.4 20.4 8 26. 30.9 2.4 8 2 25. 28.4 23.8 8 3 25.6 29.2 23.3 8 4 28.0 33.4 23.6 8 5 28.2 33.7 22.8 8 6 28.5 33.2 23.4 2
4. 5 0 2 9.5 23.4 7.0 0 3 20.0 25.0 6. 0 4 8.6 25.8 3.5 0 5 8.7 26. 3.0 0 6 9.2 24.6 5.5 0 7 20.0 24.2 5.9 0 8 20.2 2.9 8.4 3
4.4 0 4. 4 4.2 0 5 5 B 5 4. 4 4.3. 4. 5 4. 7 25 4. 7 48 4
4. 5 4. 6 4. 7 5
4.3.2 4. 8 4. 0 20 48 4. 8 6
4. 9 4. 0 4.3.3 4. 4. 3 S 7
3 2 32 4. 4. 2 8
4. 3 4.3.4 4. 4 4. 6 5 2 S S 23 44 9
4. 4 4. 5 4. 6 20
4.3.5 4. 7 4. 9 4. 2 2 S 4. 8 S 3 46 4. 7 2
4. 8 4. 9 22
5 5. 5.. z = a x + a2x2 + L + a n x n x a z z = a z z 2 m = a = a 2 x + a x + a x + a m 2 22 x x M 2 2 + L + a x m2 2 n + L + a 2n + L + a z, z2,l 2 x n x mn, n x, n 5..2 N n x, x2,, x ( ) z, z2,, zm m n L σ ij L N ( xiλ xi )( x jλ x j ) n σ =, x = x (5.) ij i N λ= N λ= N iλ 23
= nn n n n n σ σ σ σ σ σ σ σ σ L M M M L L 2 2 22 2 2 (5.2) = = jj ii ij ij n n n n r r r r r r r σ σ σ 2 2 2 2 L M M M L L R x n x x,, 2, L = x n x x M 2 X X nn N N n n x x x x x x x x x M L M M 2 2 22 2 2,,, x i = = = mn m m m n n a a a a a a a a a M L M M 2 2 22 2 2 2,,, a a a X a X a X a T m m T T z z z = = = M,, 2 2 (5.3) a k k z { k z V } k a 24
V { z } a T = a a a T = T λ T T ( a ) max a a λ a a 0 ( λi ) a = 0 I n (5.4) 5.4 a 0 λ λ I = 0 (5.5) V ( z ) 5.5 V ( z ) = λ z L m λ 5.5 λ a λ λ, λ2, L, λ l,, λ l λ m λ 5..3 l n K n = λ n m i= λ i 00 5..4 C n = m i i= n i= 5. 5. 2 λ λ i 00 l 25
5. 3 4 5 6 7 0.52 0.03 0.28 0.28 0.00 0.088 0.035 0.80 0.38 0.60 0.56 0.03 0.00 0.020 0.68 0.58 0.30 0.083 0.033 0.057 0.024 0.27 0.26 0.053 0.055 0.037 0.99 0.044 0.02 0.95 0.28 0.87 0.25 0.262 0.58 0.096 0.094 0.034 0.304 0.077 0.294 0.4 0.3 0.92 0.037 0.288 0.28 0.245 0.092 0.056 0.225 0.00 0.208 0.023 0.228 0.72 0.09 0.063 0.27 0.4 0.003 0.85 0.5 0.6 0.20 0.09 0.096 0.006 0.247 0.450 0.07 0.045 0.267 0.4 0.36 0.25 0.02 0.008 0.09 0.096 0.042 0.662 0.49 0.38 0.090 0.68 0.55 0.063 0.049 0.52 0.340 0.48 0.077 0.06 0.70 0.49 0.252 0.285 0.073 0.64 0.58 0.056 0.30 0.052 0.6 0.079 0.26 0.2 0.74 0.23 0.069 0.60 0.053 0.038 0.7 0.233 0.90 0.294 0.009 0.040 0.29 0.057 0.74 0.065 0.45 0.084 0.063 0.032 0.50 0.335 0.26 0.53 0.209 0.038 0.077 0.089 0.20 0.09 0.402 0.346 S 0.4 0.06 0.62 0.76 0.05 0.38 0.369 0.205 0.024 0.60 0.27 0.035 0.6 0.004 5. 2 3.357 5.260 5.260 2 2.56.642 26.902 3 2.258 0.262 37.65 4.50 6.825 43.990 5.269 5.768 49.758 6.33 5.5 54.90 7.049 4.770 59.680 26
5.260 7 59.680 2 3 4 S 5.2 5.2. 5.2.2 n O, O2, L, On Oi O j dij ( i, j = ),2, L,n Step n Step2 2 d ij Step3 Step Step4 Step2 Step2 d ij 5.2.3 xi ( i =,2L ) g ( x 2 i g ) 2 5.2.4 5. 4 4 27
gnuplot 5.3 C 5.3 0 gnuplot gnuplot Thomas Williams Colin Kelley 5. 4 A D 5. 2 3 C. S 5. 5. 5. 2 C C 2 C 3 S 4 28
67990 2288226 3259970 3933506 407560 605622 682445 7466220 7502936 77908 67990 2288226 3259970 3933506 407560 605622 682445 7466220 7502936 77908 67990 2288226 3259970 3933506 407560 605622 682445 7466220 7502936 77908 S 5. 2 A 0 29
6 RFM 4 5 30
3
998 2 48 2 pp94 99 2003 3 SPSS 200 4 ID POS 48 2 pp75 82 2003 5 998 6 2002 32
A 33
A A 2 A 3 34
A 4 A 5 A 6 35
A 7 A 8 A 9 36
B 37
B B 2 B 3 38
B 4 B 5 B 6 39
B 7 B 8 B 9 40
B 0 B B 2 4
B 3 B 4 B 5 42
C 43
4752 674899 676375 679894 68093 88556 892833 2267389 227570 22782 4752 674899 676375 679894 68093 88556 892833 2267389 227570 22782 4752 674899 676375 679894 68093 88556 892833 2267389 227570 22782 S C 2 B 0 44
675583 679367 679750 884546 88564 997888 2269632 2879772 3260044 3266233 675583 679367 679750 884546 88564 997888 2269632 2879772 3260044 3266233 675583 679367 679750 884546 88564 997888 2269632 2879772 3260044 3266233 S C 3 C 0 45
675789 6898 883969 2305384 2306354 326060 430424 57479 56097 5742996 675789 6898 883969 2305384 2306354 326060 430424 57479 56097 5742996 675789 6898 883969 2305384 2306354 326060 430424 57479 56097 5742996 S C 4 D 0 46
A B C D A B C D S C 5 47