关键词: 客户生命周期价值, 客户价值细分, 层次分析法, RFM, K-均值

Abstract: On analyzing the methodology of customer value segmentation based on CLV (Customer lifetime value), this paper presents a new methodology of customer value segmentation based on CLV, which is simple and easy-operating, providing a new pathway for the research of customer value segmentation. By introducing AHP method, the methodology calculate the weighs of RFM variables via the group decision of the domain experts, and implement clustering for customers basis on the weighed RFM variables, and the blue print of the methodology as well as the detailed analysis of the key methods of the methodology. Finally, we analyzed an instance, and the results demonstrate the methodology can segment the customers effectively.

Key words: CLV（LTV）, Customer Value Segmentation, AHP, RFM, K-means