The Target Customer Resource Optimization Model Research in Internet Direct Marketing Which are Based on Markov Chains Theory

Internet Direct Marketing'communication in real time,easy access to interactive data and it's low cost make it become enterprises'important marketing tool.Improving Internet Direct Marketing's response rates and profitability also become a research hotspot in the field of marketing.Based on combining RFM response analysis method with Markov Chain theory,using P[τ T | r,s,α β,X=(x,t,T) ]to compute customer's purchase probability in each time period and each purchase frequency.At last,the target customer resource optimization model is established.This model overcomes current target customer resource optimization model's shortcoming which need a high applying requirement.Through modifying Markov transition matrix's negative profit state step by step,and verifying the borderline state value,this model can only provide marketing resources for positive profit customers,and stop providing marketing resources for customers outside of the positive profit customers.By this way,the target customer resource optimization in the internet directing marketing is finished and enterprises can also improve their gettable earnings.