【摘要】：通過對忠誠計劃模型的修正,以回報計劃的回報率、回報極限、計劃的時間范圍及營銷組合策略為主要變量,提出了帶有回報計劃的動態(tài)客戶關(guān)系管理的模型。將該模型用于某超市的客戶數(shù)據(jù)庫中,發(fā)現(xiàn)模型的結(jié)果對這類客戶是適用的,并給出了不同的客戶狀態(tài)空間對應(yīng)的最優(yōu)營銷組合策略。結(jié)果表明:合適的回報計劃可以促進(jìn)客戶的購買、提高公司的利潤及緩解價格競爭。回報極限應(yīng)該比客戶的平均購買水平偏高,回報率應(yīng)該與回報極限的改變方向一致,計劃的時間范圍應(yīng)定在一年左右比較合適。對于累積購買水平較高的客戶一般不郵寄商品信息。在回報計劃的初期與末期不用打折,中期對那些購買次數(shù)很少的客戶可以實(shí)行相應(yīng)的降價策略。
[Abstract]:By modifying the loyalty plan model, the dynamic customer relationship management model with return plan is proposed, which takes the return rate, the return limit, the time range of the plan and the marketing mix strategy as the main variables. The model is applied to the customer database of a supermarket, and the result of the model is found to be applicable to this kind of customers, and the optimal marketing mix strategy corresponding to different customer state space is given. The results show that the appropriate return plan can promote the purchase of customers, improve the company's profits and ease the price competition. The return limit should be higher than the customer's average purchase level, the rate of return should be consistent with the change direction of the return limit, and the time range of the plan should be set at about a year or so. For customers with a high level of cumulative purchase, they generally do not mail commodity information. There is no discount at the beginning and end of the return plan, and a price reduction strategy can be applied in the medium term for customers who buy less frequently.
【作者單位】： 西安交通大學(xué)管理學(xué)院 西安交通大學(xué)管理學(xué)院
【基金】：國家自然科學(xué)基金優(yōu)秀創(chuàng)新群體基金(70121001) 陜西省自然科學(xué)基金(02G11,03G07) 陜西省教育廳專項(xiàng)基金(02JK09;03JK176).
【分類號】：F224
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本文編號：2439164