零售商数据资产外部价值分析  

Analysis of External Value of Retailer Data Assets

作　　者：李卫华[1] LI Weihua

机构地区：[1]江苏经贸职业技术学院工商管理学院

出　　处：《商业经济》2020年第1期112-116,共5页Business & Economy

基　　金：江苏省高校“青蓝工程”基金项目：优秀青年骨干教师培养(1042101123025)

摘　　要：零售商每天都在产生大量的POS小票数据和会员数据,这些数据不仅具有应用价值,也具有经济价值,具有外部变现的可能性,它与尼尔森、凯度等同类研究数据相比有深度和细颗粒度的优势,对于供应商而言,零售商数据有助于弥补供应商数据的结构缺陷,有助于更全面的用户画像,有助于小众商品市场分析、新品推广以及自有会员的管理和评估。Retailers have a lot of POS receipts and member data every day.These data not only have application value,but also have economic value,and have the possibility of external cash.Compared with similar data such as nelson and kay degree,these date have the advantage of deep and fine granularity.For supplier,retailer data can help make up for the supplier data structure defects,help users'portrait of a more comprehensive,help small commodity market analysis,management and assessment of the new product promotion and its own members.

关 键 词：零售商 数据资产 经济价值 外部变现 

分 类 号：F340[经济管理—产业经济]