试论数据库营销在零售业的运用  

On the Application of Database Marketing to the Retail Industry

作　　者：施玉梅[1] 

机构地区：[1]扬州职业大学,江苏扬州225009

出　　处：《扬州职业大学学报》2011年第2期9-12,共4页Journal of Yangzhou Polytechnic College

基　　金：江苏省教育厅哲学社会科学课题(09SJD630079)

摘　　要：数据库营销是企业收集和积累客户信息,通过数据分析,从复杂的数据库中找出客户的购买规律,制定有效的营销策略,有针对性的使用现代信息交流工具进行客户深度挖掘与关系维护的一种营销方式。零售业拥有海量的客户资源和销售信息,是特别适合采取数据库营销的行业之一。在信息技术高度发达的今天,数据库营销的能力将成为企业在未来商战中决胜的关键。这种最新的营销工具可以帮助企业通过建立与消费者的交流渠道和信息管理,以求实现消费者的最大满意度和企业利润的最大化。Database marketing is a kind of marketing strategy for an enterprise to collect and accumulate customers＇ information, to find customers＇ buying laws from complex database, to develop effective marketing strategies and to excavate potential customers and maintain relationship by using modern information communi- cation tools properly based on data analysis. Retail industry has huge customer resources and sales informa- tion, which is one of industries especially suited to database marketing. In days with highly developed informa- tion technology, database marketing ability will be the key for an enterprise to win victory in the future war of business. This latest marketing strategy is beneficial for an enterprise to realize consumers＇ biggest satisfaction and maximum profits by establishing communication channels with consumers and information management.

关 键 词：零售业 数据库营销 数据挖掘 营销推广 网络零售 

分 类 号：F713.3[经济管理—产业经济]