大数据时代零售业客户管理的变革研究——以吉林省长春市为例

Research on the Reform of Customer Management in Retail Business in the Big Data Era——Taking Changchun City of Jilin Province as a Case Study

大数据在零售业中的战略意义不仅仅在于掌握庞大的数据信息,更在于如何专业化处理此类数据,特别是将精确数据引入客户关系管理方面。从原有客户关系理论中提出"精确数据"的新理念,通过对精确客户数据保证客户关系管理的认知理解和吉林省长春市零售业竞争环境分析,探讨了CRM在长春市内零售业中的应用现状,建立了一套适合零售业的CRM系统架构,并提出了实施策略。

The strategic significance of big data in retail business not only lies in mastering huge data information, but also in the way of processing this kind of data professionally, especially in introducing accurate data into customer relationship management （CRM） , This paper presents a new idea of ＂accurate data＂ based on the original customer relationship theory, by cognitive comprehension on accurate customer data to ensure customer relationship management and analysis on the environment of competition in the retail business in Changchun City of Jilin Province, it discusses the status quo of CRM in Changchnn City, establishes a CRM system architecture suitable to retail enterprises and provides its implementation strategies.