大数据在新零售中的应用  

Application of Big data in New Retail

作　　者：姜文秀[1] Jiang Wenxiu(Yangzhou Polytechnic College,Yangzhou Jiangsu 225009,China)

机构地区：[1]扬州市职业大学信息工程学院,江苏扬州225009

出　　处：《信息与电脑》2017年第21期124-126,共3页Information & Computer

摘　　要：随着数字化技术的发展,在大数据驱动变革的时代背景下,传统零售行业面临着Online&Offline品牌品类逐渐趋同的问题,转变营销模式势在必行。数字化技术已被逐渐应用在传统实体零售的每一个环节,实现用户数字化、门店数字化、渠道数字化、供应链数字化、营销数字化,如同线上零售电子系统一样,线下零售每一个环节都会产生数据,数据成为了新零售的内在核心驱动力。笔者以国内某大型百货零售企业为例,从数据基础、数据分析、实现系统、分析方法、模型搭建、分析实战与营销应用等几个方面全面解析大数据在新零售中的应用。With the development of digital technology and the era of big data-driven change,the traditional retail industry is faced with the gradual convergence of Online&Offline brand categories.The transformation of marketing mode is imperative.Digital technology has been gradually applied in every link of traditional entity retail,achieves the user digitalization,digital stores,digital channel,digital supply chain,digital marketing,just like online retail electronic system,every link of offline retail generates data and data becomes an inherent core driver of new retail.Taking a large retail department store in China as an example,the author comprehensively analyzes the application of big data in new retail from the aspects of data foundation,data analysis,realization system,analysis method,model building,analysis of actual combat and marketing application.

关 键 词：客户生命周期 RFM 个性化(人物)标签 智能聚类(客户分群) 大数据营销 

分 类 号：F724.6[经济管理—产业经济]