O2M全渠道视角下零售企业会员营销模式的构建
发布时间:2018-03-11 19:47
本文选题:大数据 切入点:零售企业 出处:《西安工程大学学报》2016年05期 论文类型:期刊论文
【摘要】:在大数据环境下,企业会员营销模式更加复杂,营销方法更加精准,为此构建大数据背景下O2M全渠道零售企业会员营销模式.通过对零售企业及其会员的实证调查,以O2M全渠道零售为视角,探讨零售企业在大数据背景下全渠道会员营销的必要性,和会员营销策略的应用.在此基础上,构建O2M全渠道会员营销模式,探索零售企业在大数据背景下O2M全渠道会员营销模式的具体应用策略,包括推荐准会员,拓展移动端渠道,增强用户体验,维系全渠道会员权益.
[Abstract]:Under the environment of big data, the marketing mode of enterprise member is more complex and the marketing method is more accurate. From the perspective of O2M full-channel retail, this paper discusses the necessity of full-channel member marketing and the application of member marketing strategy in retail enterprises under the background of big data. On the basis of this, the author constructs the O2m all-channel member marketing model. This paper explores the specific application strategies of O2m full-channel member marketing model in the context of big data, including recommending associate members, expanding mobile channel, enhancing user experience, and maintaining the rights and interests of all channel members.
【作者单位】: 福建商学院经济贸易系;
【基金】:福建省教育厅中青年教师科研项目(JAS150928)
【分类号】:F724.2;F274
,
本文编号:1599656
本文链接:https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/1599656.html