摘要
时代更迭,商业业态加速变化,如今,伴随国家“互联网+”战略深入推进与发展,传统零售已被颠覆,普惠式的营销模式,已经与新零售时代格格不入,只会使获客成本不断提高。文章主要分析大数据环境下如何构建会员体系并通过会员系统,分析用户消费数据与行为数据,为每个客户建立标签,通过标签组合筛选自由选择客群,为客户提供差异化的精准营销服务。
Nowadays,with the change of times,the change of commercial formats has accelerated.With the national"Internet+"strategy in-depth promotion and development,the traditional retail has been subverted.Pu-Hui type marketing model has been misfits with the new retail era,which will only make the customer costs continue to increase.This paper mainly analyzes how to build a membership system under the environment of big data,and through the membership system,analyzes user consumption data and behavior data,establishes a label for each customer,selects customer groups freely through the combination of tags,and provides differentiated precision marketing services for customers.
作者
石爱武
王辉
丁猛
SHI Ai-wu;WANG Hui;DING Meng(Yunnan Sales Branch of China Petroleum and Natural Gas Corporation Limited,Kunming 650000,China)
出处
《化工管理》
2021年第21期60-61,共2页
Chemical Engineering Management
关键词
大数据
标签
客户画像
精准营销
新零售
big data
tag
customer portrait
precision marketing
new retail
