基于层次分析法的零售户价值模型研究  

Research on Value Model Based on Analytic Hierarchy Process

作　　者：黄飞杰[1] 张卫东[2] 侯石鹏 宋红文[2] 唐艺楠 HUANG Fei-jie(Internet Research Center,Guangxi Zhongyan Industry Co.,Ltd.,Nanning 530000,China)

机构地区：[1]广西中烟工业有限责任公司互联网研究中心,南宁530000 [2]西南科技大学,四川绵阳621010

出　　处：《长春工程学院学报（自然科学版）》2022年第4期121-124,共4页Journal of Changchun Institute of Technology：Natural Sciences Edition

基　　金：四川省科技计划资助项目(2017GZ0358)。

摘　　要：为了实现零售户评价环节的数字化,帮助企业精确地掌握零售户的价值,基于数据获得性和数据质量两个方面,筛选出了品牌销量、品牌占比、总销售量这3个评价因素。采用层次分析法构建了零售户价值模型,依托已有的数据,实时为2291个零售户进行精准赋值,并进行聚类分析。客户经理针对高价值的零售户进行重点维护,也可根据不同类别的零售户,采取不同的营销策略,从而提升营销服务的质量。In order to realize the digital transformation of the retail customer evaluation,and help enterprises accurately grasp the retail value,three evaluation factors,namely brand sales volume,brand proportion and total sales volume,are selected based on the two dimensions of data availability and data quality.The analytic hierarchy process is used to build the retail value model.Relying on the existing data,the model accurately assigns values to 2291 retail households in real time,and carries out cluster analysis.Customer managers focus on the maintenance of high-value retail customers,and can also adopt different marketing strategies according to different categories of retail customers,so as to improve the efficiency of marketing services.

关 键 词：数字化 层次分析法 价值模型 

分 类 号：O212[理学—概率论与数理统计] F270[理学—数学]