基于门店数字化的正餐顾客生命周期管理研究——以ES淮扬菜餐厅为例  

Research on the Life Cycle Management of Dinner Customers Based on Digitalization of Physical Stores:Taking ES Huaiyang Cuisine Restaurant as an Example

作　　者：王倩 WANG Qian(Nanjing Yiqihai Information Technology Co.,Ltd.,Nanjing 210019,China)

机构地区：[1]南京奕起嗨信息科技有限公司,南京210019

出　　处：《科技和产业》2024年第9期65-71,共7页Science Technology and Industry

摘　　要：为持续改善正餐企业与正餐业态会员的关系,并降低会员流失的风险,通过对顾客生命周期管理现状的分析,提出针对性的SaaS(软件即服务)解决方案和应用策略。以ES淮扬菜餐厅为例,验证SaaS应用在正餐顾客生命周期管理中的实际可行性。实证研究结果表明,基于门店数字化的正餐顾客生命周期管理能够显著降低正餐顾客的流失数量,促进餐厅单店业绩增长。因此,对于正餐企业来说,这种基于门店数字化的管理策略具有重要的实际应用价值和推广意义。To continuously improve the relationship with members of the formal dining industry and reduce the risk of member churn,a targeted SaaS(software as a service)solution and application strategy were proposed through an analysis of the current status of customer life cycle management.The practical feasibility of SaaS application in the life cycle management of dinner customers was verified with the case of ES Huaiyang cuisine restaurant.The empirical research results indicate that the life cycle management of dinner customers based on digitalization of restaurant can significantly reduce the number of lost customers and promote the growth of single-restaurant performance.Therefore,this management strategy based on store digitization has important practical application value and promotion significance for formal dining enterprises.

关 键 词：正餐业 关系营销 SaaS(软件即服务) 顾客生命周期管理 顾客挽留 

分 类 号：F713.56[经济管理—市场营销] F719.3[经济管理—产业经济]