大数据转化为零售营销决策的路径——基于北京朝阳大悦城的案例研究

The Path of Big Data Transforming into Retail Marketing Decision:A Case Study Based on Chaoyang Joy City in Beijing

以北京朝阳大悦城为研究对象,运用案例研究方法,对大数据转化为零售营销决策问题进行了研究,得出以下结论:(1)大数据转化为零售营销决策分为认知阶段、尝试阶段、创新阶段和提升阶段四个阶段;(2)在每一个阶段包括数据采集、数据分析和数据应用三个环节和信息系统、组织系统两个保障,并且在每一个阶段这五个要素都有自己的特征;(3)最后构建了大数据转化为零售营销决策的理论模型。

Taking Chaoyang Joy City in Beijing as the research object through the case study methods, we draw the following conclusions： （1） the transforming of big data into marketing decisions is divided into cognitive, trial, innovation and promotion stages; （2） each stage includes three systems for data collection, data analysis and data application, and two guarantee systems for the three systems＇ organization, with each system having its own characteristics at each stage; and （3） a theoretical model is developed for the path of big data transforming into retail marketing decision.