基于六次触达理论的加油站新客户营销策略探索与实践  

Exploration and practice of gas station new customer marketing strategy based on six-touch theory

作　　者：银世民 吴圣富 陈琛[1] 赵靖哲 YIN Shimin;WU Shengfu;CHEN Chen;ZHAO jingzhe(PetroChina Tianjin Marketing Company,Tianjin 300050,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

出　　处：《车用能源储运销技术》2024年第4期1-11,共11页

摘　　要：针对传统油气销售企业在客户精细化运营管理方面的需求,采取大数据分析的手段,对客户既往的消费行为习惯进行深入挖掘。结合RFM模型,将客户群体进行分群,并分析消费频次,深入地研究客户末次消费时间间隔R与其消费频次F之间的关系。结果表明,末次消费时间间隔R越小的客户群体,其消费频次F越高,客户粘性越好。分析发现,新客户低频消费群体多,稳定性差,更容易流失。按照营销学上的“六次触达理论”,突出强化新客户群体的消费频次,优化营销政策,以达到提高客户复购率的目的,在现实中进行实践验证后,反馈效果良好,为之后企业对客户精准营销策略制定提供可靠的参考依据。In view of the needs of traditional oil and gas sales enterprises in the refined operation management of customers,the means of big data analysis is adopted to dig deeply into the past consumer behavior habits of customers.Combined with the RFM model,the customer group is divided into groups,and the consumption frequency is analyzed,and the relationship between the last consumption interval R and the consumption frequency F is deeply studied.The results show that the smaller the last consumption interval R,the higher the consumption frequency F,the better the customer stickiness.The analysis found that new customers have more low-frequency consumer groups,poor stability,and are more likely to be lost.According to the“six-touch theory”in marketing,the consumption frequency of new customer groups is emphasized and the marketing policy is optimized to achieve the purpose of improving the re-purchase rate of customers.After practical verification in reality,the feedback effect is good,which provides a reliable reference basis for enterprises to formulate accurate marketing strategies for customers.

关 键 词：新客户 加油站 六次触达理论 数据挖掘 

分 类 号：F426[经济管理—产业经济]