本文選題：大數(shù)據(jù)　切入點：零售企業(yè)　出處：《西安工程大學學報》2016年05期 　論文類型：期刊論文

【摘要】：在大數(shù)據(jù)環(huán)境下,企業(yè)會員營銷模式更加復雜,營銷方法更加精準,為此構建大數(shù)據(jù)背景下O2M全渠道零售企業(yè)會員營銷模式.通過對零售企業(yè)及其會員的實證調查,以O2M全渠道零售為視角,探討零售企業(yè)在大數(shù)據(jù)背景下全渠道會員營銷的必要性,和會員營銷策略的應用.在此基礎上,構建O2M全渠道會員營銷模式,探索零售企業(yè)在大數(shù)據(jù)背景下O2M全渠道會員營銷模式的具體應用策略,包括推薦準會員,拓展移動端渠道,增強用戶體驗,維系全渠道會員權益.
[Abstract]:Under the environment of big data, the marketing mode of enterprise member is more complex and the marketing method is more accurate. From the perspective of O2M full-channel retail, this paper discusses the necessity of full-channel member marketing and the application of member marketing strategy in retail enterprises under the background of big data. On the basis of this, the author constructs the O2m all-channel member marketing model. This paper explores the specific application strategies of O2m full-channel member marketing model in the context of big data, including recommending associate members, expanding mobile channel, enhancing user experience, and maintaining the rights and interests of all channel members.
【作者單位】： 福建商學院經(jīng)濟貿(mào)易系;
【基金】：福建省教育廳中青年教師科研項目(JAS150928)
【分類號】：F724.2;F274
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本文編號：1599656