基于数学建模方法的商场营销策略研究  

Research on Marketing Strategy of Shopping Mall Based on MatHematical Modeling Method

作　　者：刘文娟 LIU Wenjuan(Xi'an Trafic Engineering Institute,Xi'an Shaanxi 710300,China)

机构地区：[1]西安交通工程学院,陕西西安710300

出　　处：《西安交通工程学院学术研究》2023年第2期48-51,共4页Academic Research of Xi'an Traffic Engineering Institute

摘　　要：商场运营商能与会员保持良好的关系,就可以保持本商场持续稳定的销售额和利润,那么运营商如何与会员建立稳定的良好关系是我们本文所要探讨的问题。本文主要研究了以下五个方面的内容:1.分析了该商场会员与非会员这两个群体消费特征的差异,并得出商场的价值主要由会员这个群体所带动;2.为了识别每个会员的价值,建立了一个相应的数学模型;3.根据会员的生命状态划分和生命周期两方面的研究,建立了一个模型,有利于管理者日后更有效地管理会员这部分群体;4.建立了一个可以计算会员生命周期中非活跃会员的激活率的数学模型,并依据实际的销售数据,确定了激活率与促销活动两者之间的关系;5.考虑会员个人爱好、商品连带率等因素,策划了某次促销活动。Shopping mall operators can maintain a good relationship with members,can maintain a sustainable and stable sales and profits of the shopping mall,so how to establish a stable and good relationship between operators and members is what we want to discuss in this paper.This paper mainly studies the following five aspects:1.It analyzes the differences between the consumption characteristics of the members and non members of the mall,and concludes that the value of the mall is mainly driven b the members;2.In order to identify the value of each member,a mathematical model is established;3.According to the research on the life state division and life cycle of members,a model is established,which is helpful for managers to manage members more effectively in the future;4.Establish a mathematical model that can calculate the activation rate of inactive members in the member life cycle,and determine the relationship between the activation rate and promotion activities according to the actual sales data;5.A promotion was planned taking into account the personal preferences of members,the product connection rate and other factors.

关 键 词：数据分析 RFM模型 CRM模型 抽样选取 连带率 

分 类 号：O29[理学—应用数学] F272[理学—数学]