加油卡“睡眠”管理的探讨  

Exploration on Standard for " Sleeping" Refueling Card

作　　者：张蕾[1] 陈素波 Zhang Lei;Chen Subo

机构地区：[1]中国石油规划总院,北京100083

出　　处：《石油库与加油站》2019年第1期40-43,I0003,共5页Oil Depot And Gas Station

摘　　要：对成品油零售企业个人记名加油卡,在2010—2015年间某省公司全部加油站的经清洗处理后"典型用户"的消费数据、充值数据和卡片数据,应用Pgthon2. 7软件,将约785万条数据进行了统计分析,研究探讨了"睡眠卡"的概念及其"复苏"、"流失"的特点。结果表明:持卡人连续3个月以上无主动发起的消费,充值(不含积分对换、查询)行为,且卡内余额在100元以下的普通个人记名卡,可定义为"睡眠卡";而对停用3个月以上的"睡眠卡"或非普通卡,要根据"睡眠"前的消费频率和余额度进行识别。为避免或减少"睡眠卡"的产生,在营销管理方面提出了建议。In order to improve the using frequency of refueling card and prevent the loss of card customers,the Python2.7 software is used to analyze the consumption data of the refueling cards in an oil product company,and to explore and define the standard of "sleeping"(long term absence ) refueling card.An ordinary personal card with no consumption and recharge for more than 3 months and less than 100 Yuan in the card is called " sleeping"card.At the same time,the measures of strengthening "sleeping card"marketing are put forward,which can provide reference for the promotion of oil sales enterprises to strengthen the management of refueling card and to increase customer loyalty.

关 键 词：成品油销售企业 加油卡"睡眠卡" 营销管理 建议 

分 类 号：F426.22[经济管理—产业经济] F274