构建流失客户模型 数智赋能精准营销  

The Model of Lost Customers for Precision Marketing through Digital Intelligence

作　　者：卢叶春 LU Yechun(SINOPEC Marketing Co.,Ltd.,Jiangsu Oil Products Company,Nanjing Jiangsu 210003,China)

机构地区：[1]中国石化销售股份有限公司江苏石油分公司,江苏南京210003

出　　处：《能源化工财经与管理》2023年第2期65-70,共6页

摘　　要：在当前数字化革命背景下,面对激烈的市场竞争和新能源替代的冲击,如何推动数字化转型,强化大数据分析和应用,构建数字化营销新模式,提升多元化消费体验,打造竞争新优势,是成品油销售企业面临的重要课题。文章基于石油销售企业在运营过程中的数字化营销实践,对传统成品油销售企业通过构建流失客户模型,推动数智赋能实现精准营销,提出了相关思考。该企业根据追客、寻客、稳客的经营需求,运用数智手段打造全业务大会员体系,构建多维度会员画像标签和流失客户模型,以数字化转型为精准营销赋能。In the context of the current digital revolution,confronting the fierce market competition and the impact of new energy substitution,how to promote digital transformation,strengthen big data analysis and application,build a new digital marketing model,enhance diversified consumer experience,and create new competitive advantages,have became important issues for oil product sales enterprises.Based on the digital marketing practice of oil sales enterprises in operations,this paper puts forward thoughts on how traditional oil products sales enterprises can achieve precision marketing by constructing a lost customer model and promoting digital intelligence empowerment.According to the business needs of chasing,seeking,and stabilizing customers,the company uses digital intelligence to create a membership system,a multidimensional member portrait tag system,and a customer loss model for the whole business,to empower precision marketing through digital transformation.

关 键 词：客户模型 会员体系 成品油 精准营销 数字化转型 

分 类 号：F426.22[经济管理—产业经济] F274F270.7