At present, the online education platform is developing rapidly, and effectively identifying the personalized needs of consumers and improving the service experience of consumers is the key element for the online education platform to obtain competitive advantage. In this paper, RFM model is introduced to analyze the characteristics of eight kinds of customer consumption behavior in online education platform, which provides a new idea for consumer segmentation of online education platform. In addition, the improved SERVQUAL scale is used to measure the service quality evaluation of online education platform, and the scores of each evaluation index are calculated by factor analysis and fuzzy evaluation method. Finally, the IPA evaluation model is constructed for different types of customers, in order to explore the personalized service needs of online education platform consumers, and to provide more accurate service marketing countermeasures for enterprises