大数据时代下零售行业客户分析模型研究

发布时间：2018-06-03 13:37

本文选题：大数据 + 零售行业　；参考：《东北师范大学》2017年硕士论文

【摘要】：随着电子商务的兴起、大数据时代的到来,传统零售行业受到了很大的冲击和压力。由于电子商务在数字化上的先天优势,诸多零售电商巨头已经形成了完整的数据分析体系和业务应用链条,他们深谙大数据分析与应用之道,一方面不断扩充新产品线和产品类目,另一方面也深入挖掘消费者行为数据,精准满足消费者期望,不断侵蚀着传统线下零售市场份额。传统零售商已经意识到数据分析的重要性,而随着信息技术与网络技术的不断普及,大数据思维逐渐深入人心。大数据由于其经济性、时效性的特点,与零售业务相结合,将逐渐应用于客户管理、业务模式以及风险控制等领域,掀起了零售业生产率增长的新浪潮。基于对互联网的逐步深入了解,零售行业逐渐明确大数据时代的发展方向,以大数据理念重塑零售业业务发展模式,注重大数据创新,提高企业管理水平。面对大数据带来的机遇与挑战,现有的许多企业管理理论如客户生命周期理论,必须根据现实情况的变化,进行有针对性地更改。大数据驱动下的全生命周期价值客户是企业营销的核心人群,应根据不同客户生命周期和类型,应用不同的动态保持模型和策略。本文在经典客户关系管理理论基础上,对零售业客户分析创新方法进行了研究,并结合零售企业的实际情况,进一步改良和拓展了传统客户分析方法,最终提出了一系列针对性的分析模型。
[Abstract]:With the rise of e-commerce and the arrival of big data era, the traditional retailing industry is under great impact and pressure. Due to the inherent advantages of electronic commerce in digital, many retail e-commerce giants have formed a complete data analysis system and business application chain, they know the big data analysis and application of the way. On the one hand, the new product line and product category are constantly expanded, on the other hand, the consumer behavior data are also excavated to meet consumer expectations accurately, eroding the traditional offline retail market share. Traditional retailers have realized the importance of data analysis, and with the continuous popularization of information technology and network technology, the big data thinking has gradually become popular. Because of its characteristics of economy, timeliness and retail business, big data will be gradually applied in the fields of customer management, business model and risk control, which has set off a new wave of productivity growth in retail industry. Based on the deeper understanding of the Internet, the retail industry gradually defines the development direction of the big data era, reinvents the retail business development mode with the big data concept, pays attention to the big data innovation, and improves the management level of the enterprise. Faced with the opportunities and challenges brought by big data, many existing enterprise management theories, such as customer life cycle theory, must be changed according to the changes of reality. The whole life cycle value customer driven by big data is the core of enterprise marketing. Different dynamic retention models and strategies should be applied according to different customer life cycle and type. On the basis of the classical customer relationship management theory, this paper studies the innovative methods of retail customer analysis, and further improves and expands the traditional customer analysis method in combination with the actual situation of retail enterprises. Finally, a series of targeted analysis models are put forward.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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