新零售客户营销体系构建研究  

Research on the construction of new retail customer marketing system

作　　者：马云龙 MA Yunlong(PetroChina Guangxi Marketing Company,Nanning 530028,China)

机构地区：[1]中国石油天然气股份有限公司广西销售分公司,南宁530028

出　　处：《车用能源储运销技术》2024年第2期19-24,共6页

摘　　要：提升加油站线上会员运营能力是实施智慧“加油站3.0”、构建“人˙车˙生活”生态圈的关键要素,而线上会员运营主要体现在对客户信息的掌握和系统工具的运用能力。当前销售公司主要依托“中油好客e站”App和微信小程序作为前端工具,管理端使用的中台系统较为繁多,并无统一的营销工具。提升运营能力的有效手段主要包括补充前端支付工具,完善中台营销系统,对用户的分析逻辑加入“行为”属性,注重用户贡献,不断扩大新用户规模、提升老用户价值,促进消费升级,形成一套符合实际的零售客户营销体系。Improving the operation ability of online members of gas stations is a key element of implementing intelligent“gas station 3.0”and building an ecosystem of“people,cars,and life”,and the operation of online members is mainly reflected in the mastery of customer information and the ability to use system tools.At present,the sales companies mainly relies on“Hospitality e-Station”Apps and Wechat mini program as front-end tools,and the middle system used by the management side is relatively diverse,and there is unified marketing tool.The effective means to improve the operation ability mainly include supplementing front-end payment tools,and improving the middle platform marketing system,adding the attribute of“behavior”to the user's analysis logic,focusing on the user contribution,constantly expanding the scale of new users,enhancing the value of old users,promoting consumption upgrading,and forming a set of retail customer marketing system that conforms to the actual situation.

关 键 词：线上运营 前端工具 中台系统 行为属性 消费升级 

分 类 号：F426[经济管理—产业经济]