零售门店基于分类基础上的差异化顾客管理  

Differential Customer Management in Retail Stores Based on Classification

作　　者：崔万珍[1] CUI Wan-zhen(Hangzhou Wanxiang polytechnic,310023,Hangzhou,Zhejiang,China)

机构地区：[1]杭州万向职业技术学院,浙江杭州310023

出　　处：《特区经济》2019年第5期109-111,共3页Special Zone Economy

基　　金：2019年度浙江省哲学社会科学规划课题"大学生加盟创业研究--基于人类学方法的便利店加盟的若干实证研究"(课题编号:19NDJC387YBM)

摘　　要：现代零售业的发展促使顾客分类管理成为必然。连锁零售门店可以用商品品类管理的思路来对顾客进行分类。本文提出用利润贡献额的标准而非消费额的标准、用货币价值贡献和非货币价值贡献的双重标准来划分顾客,由此找到高价值顾客群体和普通顾客群体。这样划分的目的,是实施有差别的奖励回报和定向促销,优化门店与顾客关系,进一步提升零售店的销售业绩。The development of modern retail industry makes customer classification management inevitable.Chain retail stores can categorize customers with the idea of commodity category management.This paper puts forward the criterion of profit contribution instead of consumption, and the double criterion of monetary value contribution and non-monetary value contribution to divide customers, so as to find high-value cus-tomer group and ordinary customer group.The purpose of this division is to implement different rewards and targeted promotions, to optimize the relationship between stores and customers and improve the sales per-formance of retail stores.

关 键 词：零售门店 分类管理 差异化 

分 类 号：C93[经济管理—管理学] F27