商场会员画像描绘的研究

Study on the Portrait of Shopping Mall Members

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.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 the continuous delivery of stable sales and profits to retail operators, as well as data support for the development of retail operator strategies. According to the information of a large department store members, the article analyzes the consumption characteristics of the members of the mall, establishes a mathematical model of the purchasing power of the members, and explores the life cycle of the members and the activation rate model of the inactive members in the member life cycle, so that the store managers can effectively manage their members, and therefore the members group can bring a certain value to the department store.