基于全生命周期管理理论的加油站汽油客户消费衰退预警模型构建及实践验证  

Construction and practice verification of gasoline customer consumption recession warning model based on the theory of whole life cycle management

作　　者：李涛[1] 银世民 连会强 吴圣富 陈琛[1] 赵靖哲 LI Tao;YIN Shimin;LIAN huiqiang;WU Shengfu;CHEN Chen;ZHAO jingzhe(Storage,Transportation&Sales Branch of Daqing oilfield Co.,Ltd.,Daqing,Heilongjiang 163000,China;PetroChina Heilongjiang Daqing Marketing Company,Daqing,Heilongjiang 163000,China)

机构地区：[1]中国石油天然气股份有限公司天津销售分公司,天津300050 [2]中国石油天然气股份有限公司河北销售分公司,石家庄050000

出　　处：《车用能源储运销技术》2024年第6期11-19,共9页

摘　　要：本文聚焦于加油站客户全生命周期管理的研究,探讨了在市场竞争激烈和数字化转型背景下,精准营销对加油站客户管理的重要性。通过对稳定客户群体的消费行为的深入分析,提出了一个能够有效识别即将发生消费衰退客户的预警分析模型,并从客户流失率及客户消费能力等方面进行验证,证实若对该部分客户不采取有效的营销措施干预,大部分客户将逐渐进入衰退期,并最终发展为流失客户。该模型验证结果显示,在实施特定营销策略干预后,实验组的客户消费行为得到了改善,证明了该模型在减缓客户衰退趋势、阻止客户衰退进程、提高客户活跃度方面的有效性。特别是在严重预警客户群体中,95#汽油客户群体响应营销活动的效果要优于92#汽油客户群体。总体而言,该模型为销售企业提供了有效的客户关系管理和营销工具,有助于提升客户留存率和活跃度,保持并扩大稳定客户群体。This paper delves into the research of gas station customer lifecycle management and examines the significance of precision marketing for managing gas station customers in an era characterized by intense market competition and digital transformation.By conducting an in-depth analysis of the consumption behavior of stable customer segments,this study proposes an early warning model that can effectively identify customers at risk of experiencing a decline in consumption.The model's effectiveness is validated through evaluations of customer churn rates and purchasing power,demonstrating that without timely and effective marketing interventions,most at-risk customers will progressively enter a decline phase and eventually become lost customers.The results of the model validation indicate that after implementing targeted marketing strategies,the experimental group exhibited significant improvements in customer consumption behavior,thereby validating the model's efficacy in mitigating customer decline trends,preventing customer attrition,and enhancing customer engagement.Notably,within the high-risk customer segment,the response to marketing activities was more pronounced among 95#gasoline customers compared to 92#gasoline customers.Overall,this model serves as an effective CRM and marketing tool for sales organizations,aiding in improving customer retention and engagement while maintaining and expanding a stable customer base.

关 键 词：消费衰退 预警模型 加油站客户 客户全生命周期管理 

分 类 号：F426[经济管理—产业经济]