[{"data":1,"prerenderedAt":377},["ShallowReactive",2],{"wiki-playbook\u002Fsegmentation":3},{"id":4,"title":5,"body":6,"description":369,"extension":370,"meta":371,"navigation":372,"path":373,"seo":374,"stem":375,"__hash__":376},"wiki\u002Fwiki\u002Fplaybook\u002Fsegmentation.md","第三章 · 会员分层与画像（精细化基础）",{"type":7,"value":8,"toc":358},"minimark",[9,21,24,29,33,65,69,158,162,190,193,314,318,344,346],[10,11,12],"blockquote",{},[13,14,15,16],"p",{},"目标：给每个客户打上精准标签，让运营从「一刀切」变成「千人千面」。\n对应增长模型：",[17,18,20],"a",{"href":19},"\u002Fwiki\u002Fmethodology\u002Fgrowth-hacking#%E7%AC%AC%E4%B8%89%E7%8E%AF-retention-%E7%95%99%E5%AD%98","AARRR · Retention 留存",[22,23],"hr",{},[25,26,28],"h2",{"id":27},"标签体系企微原生-scrm-增强","标签体系（企微原生 + SCRM 增强）",[30,31,32],"h3",{"id":32},"企微原生标签能力",[34,35,36,44,50],"ul",{},[37,38,39,43],"li",{},[40,41,42],"strong",{},"企业标签","：企业统一管理，全员可见，适合标准化分类（如：新客\u002F老客\u002FVIP\u002F流失\u002F品类偏好）。",[37,45,46,49],{},[40,47,48],{},"规则组标签","：按业务线\u002F门店分组管理标签，适合连锁多业态。",[37,51,52,55,56,60,61,64],{},[40,53,54],{},"客户打标","：",[57,58,59],"code",{},"mark_tag"," 接口可程序化批量打标，",[40,62,63],{},"与消费行为联动自动打标","。",[30,66,68],{"id":67},"scrm-增强的智能打标思路","SCRM 增强的智能打标思路",[70,71,72,88],"table",{},[73,74,75],"thead",{},[76,77,78,82,85],"tr",{},[79,80,81],"th",{},"标签维度",[79,83,84],{},"打标规则",[79,86,87],{},"用途",[89,90,91,103,114,125,136,147],"tbody",{},[76,92,93,97,100],{},[94,95,96],"td",{},"价值分层",[94,98,99],{},"RFM 模型：最近消费 R \u002F 频次 F \u002F 金额 M",[94,101,102],{},"识别高价值\u002F流失风险客户",[76,104,105,108,111],{},[94,106,107],{},"生命周期",[94,109,110],{},"新客(0-30天)\u002F活跃\u002F沉睡\u002F流失",[94,112,113],{},"针对性唤醒策略",[76,115,116,119,122],{},[94,117,118],{},"品类偏好",[94,120,121],{},"根据点单\u002F购买记录自动判定",[94,123,124],{},"精准推荐相关品类",[76,126,127,130,133],{},[94,128,129],{},"渠道来源",[94,131,132],{},"扫码场景\u002F活动\u002F门店编码",[94,134,135],{},"归因分析、优化投放",[76,137,138,141,144],{},[94,139,140],{},"行为意向",[94,142,143],{},"浏览未买\u002F加购未付\u002F咨询未下单",[94,145,146],{},"定向召回",[76,148,149,152,155],{},[94,150,151],{},"节日节点",[94,153,154],{},"生日\u002F纪念日\u002F入会周年",[94,156,157],{},"情感营销触达",[25,159,161],{"id":160},"rfm-模型详解","RFM 模型详解",[163,164,167,170],"callout",{"title":165,"type":166},"什么是 RFM","tip",[13,168,169],{},"RFM 是客户价值分层的经典模型，三个维度组合划分客户群体：",[34,171,172,178,184],{},[37,173,174,177],{},[40,175,176],{},"R（Recency）最近消费","：距上次消费的天数，越小越活跃",[37,179,180,183],{},[40,181,182],{},"F（Frequency）消费频次","：统计周期内的消费次数，越高越忠诚",[37,185,186,189],{},[40,187,188],{},"M（Monetary）消费金额","：统计周期内的消费总额，越高越有价值",[13,191,192],{},"基于 RFM 可将客户划分为八类核心人群：",[70,194,195,208],{},[73,196,197],{},[76,198,199,202,205],{},[79,200,201],{},"RFM 组合",[79,203,204],{},"客户类型",[79,206,207],{},"运营策略",[89,209,210,223,236,249,262,275,288,301],{},[76,211,212,215,220],{},[94,213,214],{},"高 R + 高 F + 高 M",[94,216,217],{},[40,218,219],{},"重要价值客户",[94,221,222],{},"VIP 服务、专属权益、锁定忠诚",[76,224,225,228,233],{},[94,226,227],{},"高 R + 低 F + 高 M",[94,229,230],{},[40,231,232],{},"重要发展客户",[94,234,235],{},"提频引导、套餐推荐",[76,237,238,241,246],{},[94,239,240],{},"低 R + 高 F + 高 M",[94,242,243],{},[40,244,245],{},"重要保持客户",[94,247,248],{},"召回激活、专属福利",[76,250,251,254,259],{},[94,252,253],{},"低 R + 低 F + 高 M",[94,255,256],{},[40,257,258],{},"重要挽留客户",[94,260,261],{},"高额召回券、1v1 回访",[76,263,264,267,272],{},[94,265,266],{},"高 R + 高 F + 低 M",[94,268,269],{},[40,270,271],{},"一般价值客户",[94,273,274],{},"客单价提升、满减凑单",[76,276,277,280,285],{},[94,278,279],{},"高 R + 低 F + 低 M",[94,281,282],{},[40,283,284],{},"一般保持客户",[94,286,287],{},"新品推荐、培养习惯",[76,289,290,293,298],{},[94,291,292],{},"低 R + 高 F + 低 M",[94,294,295],{},[40,296,297],{},"一般发展客户",[94,299,300],{},"复购提醒、关联推荐",[76,302,303,306,311],{},[94,304,305],{},"低 R + 低 F + 低 M",[94,307,308],{},[40,309,310],{},"流失客户",[94,312,313],{},"低成本批量唤醒，无响应则放弃",[25,315,317],{"id":316},"创新脑洞智能画像","创新脑洞：智能画像",[34,319,320,326,332,338],{},[37,321,322,325],{},[40,323,324],{},"「消费指纹」","：把客户的高频菜\u002F常买品\u002F到店时段\u002F同伴数组合成「消费指纹」，推送时投其所好。",[37,327,328,331],{},[40,329,330],{},"「沉默预警」","：超过 N 天未消费自动打「流失风险」标，触发召回 SOP。",[37,333,334,337],{},[40,335,336],{},"「潜力挖掘」","：消费频次上升的客户自动升 VIP，提前给权益锁定忠诚度。",[37,339,340,343],{},[40,341,342],{},"「人群包」","：按标签组合筛选人群（如「火锅偏好 + 30天未到店 + 周末活跃」），群发精准投递。",[22,345],{},[163,347,350],{"title":348,"type":349},"下一站","info",[13,351,352,353,357],{},"标签体系就绪，接下来是 ",[17,354,356],{"href":355},"\u002Fwiki\u002Fplaybook\u002Fengagement","第四章 · 促活运营","——用企微全套触达工具让客户常来看看、不时买买。",{"title":359,"searchDepth":360,"depth":360,"links":361},"",2,[362,367,368],{"id":27,"depth":360,"text":28,"children":363},[364,366],{"id":32,"depth":365,"text":32},3,{"id":67,"depth":365,"text":68},{"id":160,"depth":360,"text":161},{"id":316,"depth":360,"text":317},"会员分层与客户画像实战：RFM 模型、标签体系与智能分群，让私域运营从一刀切升级为千人千面的精准触达。","md",{},true,"\u002Fwiki\u002Fplaybook\u002Fsegmentation",{"title":5,"description":369},"wiki\u002Fplaybook\u002Fsegmentation","CboRAwanjXE4Nw0lVY9-gCTqeEez3vii2gr4VBfYjL4",1790372913770]