大型百货商场会员活跃度研究

Research on Membership Activeness in Large-scale Department Store

以某大型百货商场销售数据为基础,建立并计算每个会员的多个表征活跃度的指标,然后根据这些指标对会员进行聚类分析,得到每个会员的状态。关于非活跃会员激活的问题,以会员相邻两次消费时间间隔的最大值及其频率作为非活跃会员激活可能性模型,值得商家借鉴。

Based on the sales data of a large-scale department store,this paper establishes and calculates several indexes of the activeness of each member,and then carries out cluster analysis on the members according to these indexes to get the status of each member.As for the activation of inactive members,the maximum value of the time interval between two adjacent consumptions of members and its frequency are taken as the activation possibility model of inactive members,which is worth learning by businessmen.