带有回报计划的超市DCRM模型构建与实证分析
发布时间：2019-03-12 21:16
【摘要】：通过对忠诚计划模型的修正,以回报计划的回报率、回报极限、计划的时间范围及营销组合策略为主要变量,提出了带有回报计划的动态客户关系管理的模型。将该模型用于某超市的客户数据库中,发现模型的结果对这类客户是适用的,并给出了不同的客户状态空间对应的最优营销组合策略。结果表明:合适的回报计划可以促进客户的购买、提高公司的利润及缓解价格竞争。回报极限应该比客户的平均购买水平偏高,回报率应该与回报极限的改变方向一致,计划的时间范围应定在一年左右比较合适。对于累积购买水平较高的客户一般不邮寄商品信息。在回报计划的初期与末期不用打折,中期对那些购买次数很少的客户可以实行相应的降价策略。
[Abstract]:By modifying the loyalty plan model, the dynamic customer relationship management model with return plan is proposed, which takes the return rate, the return limit, the time range of the plan and the marketing mix strategy as the main variables. The model is applied to the customer database of a supermarket, and the result of the model is found to be applicable to this kind of customers, and the optimal marketing mix strategy corresponding to different customer state space is given. The results show that the appropriate return plan can promote the purchase of customers, improve the company's profits and ease the price competition. The return limit should be higher than the customer's average purchase level, the rate of return should be consistent with the change direction of the return limit, and the time range of the plan should be set at about a year or so. For customers with a high level of cumulative purchase, they generally do not mail commodity information. There is no discount at the beginning and end of the return plan, and a price reduction strategy can be applied in the medium term for customers who buy less frequently.
【作者单位】： 西安交通大学管理学院 西安交通大学管理学院
【基金】：国家自然科学基金优秀创新群体基金(70121001) 陕西省自然科学基金(02G11,03G07) 陕西省教育厅专项基金(02JK09;03JK176).
【分类号】：F224
，
本文编号：2439164
[Abstract]:By modifying the loyalty plan model, the dynamic customer relationship management model with return plan is proposed, which takes the return rate, the return limit, the time range of the plan and the marketing mix strategy as the main variables. The model is applied to the customer database of a supermarket, and the result of the model is found to be applicable to this kind of customers, and the optimal marketing mix strategy corresponding to different customer state space is given. The results show that the appropriate return plan can promote the purchase of customers, improve the company's profits and ease the price competition. The return limit should be higher than the customer's average purchase level, the rate of return should be consistent with the change direction of the return limit, and the time range of the plan should be set at about a year or so. For customers with a high level of cumulative purchase, they generally do not mail commodity information. There is no discount at the beginning and end of the return plan, and a price reduction strategy can be applied in the medium term for customers who buy less frequently.
【作者单位】： 西安交通大学管理学院 西安交通大学管理学院
【基金】：国家自然科学基金优秀创新群体基金(70121001) 陕西省自然科学基金(02G11,03G07) 陕西省教育厅专项基金(02JK09;03JK176).
【分类号】：F224
，
本文编号：2439164
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