大型百货商场会员画像描绘的研究

A Study on the Portrait Description of Members in Large Department Stores

在零售行业中,会员价值体现在持续不断地为零售运营商带来稳定的销售额和利润,同时也为零售运营商策略的制定提供数据支持。文章根据某大型百货商场会员的相关信息,分析了该商场会员的消费特征,建立了会员购买力的数学模型,探索了会员的生命周期及会员生命周期中非活跃会员的激活率模型,使得商场管理者能有效地对会员进行管理,以此使会员群体给商场带来一定的价值。

In the retail industry,membership value is reflected in continuing to bring stable sales and profits to retail operators,and also provides data support for the formulation of retail operators'strategies.Based on the relevant information of the members of a large department store,this paper analyses the consumption characteristics of the members,establishes the mathematical model of the purchasing power of the members,explores the life cycle of the members and the activation rate model of the inactive members in the life cycle of the members,so that the managers of the stores can effectively manage the members,so that the members can bring certain value to the stores.